For many retailers, the holidays account for a significant portion – often 20-40% – of their total annual revenue. For them, it is a make-it-or-break-it season, which makes direct mail marketing incredibly important. So while direct mail is important this time of year, it’s also harder to stand out because consumers are getting more mail than any other time of the year (the mail industry calls this time of year “peak holiday season”). To help, we’ve put together a set of three simple tips you can use to create a direct mail campaign that makes an impression on your customers and increases your marketing effectiveness.
Three tips for direct mail marketing during the holidays
1. Be creative. You are not the only company taking advantage of the holiday season; in fact, yours will likely be one in a stack of holiday mailers that consumers find in their mailboxes each day. To stand out and succeed, you’ve got to capture recipients’ attention and engage them right away. Choose catchy phrases, bright colors, and fun images without erasing the brand recognition that you’ve already developed with your customers. Postcards are an excellent option for the holidays because your recipient can immediately view and review your content – there’s no envelope serving as a barrier.
For example, one of our customers created a postcard with an image of a holiday tree decorated with their company colors and logo. It was a great way to incorporate their brand into a holiday message for their customers.
Notecards are another great option during the holidays. Mail recipients are highly likely to open and appreciate cards during the holidays. The holiday season is a great time of year to issue a sincere thank you to your best customers. Include a nice coupon code as a gift. We’ve seen multiple small business clients have great success by using a staff photo as the front of their holiday card. Your best customers interact with your staff on a regular basis and thus will appreciate the personal touch.
Tip: check out our layout templates and demo videos that review the easy Click2Mail order process before you get started creating your mail job.
2. Give back. The holiday season is about giving, after all. Show your customers how much you appreciate their business by offering them special discounts, freebies, and gifts. This will keep them coming back to your store or website and will encourage them to purchase more. Even more importantly, giving back will strengthen your relationship with your customers – a crucial component of success.
3. Mail often. Because there is so much competition in the mailbox around this time of year, staying at the top of your customers’ minds is really important. Develop a mailing plan for this holiday season early to incorporate your planned special events, promotions, and discounts. Offer something different in each mailer. For example, in the first mailer, offer 20% off their entire purchase and in the next, offer a buy one get one deal. Make small tweaks to your campaign to keep your customers engaged, but remember to be consistent with your brand – stay consistent in your colors, themes, and overall message. As your making the aforementioned small tweaks, pay attention to what works best and use that knowledge to generate business with direct mail next year.
The holidays are a perfect time to take advantage of the power of direct mail marketing. By following these three steps you can turbo charge the effectiveness of your holiday mailers. Make sure you are prepared and get started on your campaign today. For more information on direct mail marketing for the holidays you can reach us 24/7 at Click2Mail.com. You can also visit www.support.click2mail.com or give us a call at 866-665-2787. Our team is available Monday – Friday, 9 AM to 8 PM Eastern.
