Nov 30, 2010
The holiday season is perfect for sending direct mail. In fact, if you're not mailing this month, your customers and prospects will miss you. Whether you send a traditional "Happy Holidays" postcard wish of good cheer, a "Planning for 2011" booklet, or a "2010 in Recap" letter, mailing opportunities this month abound . . . READ MORE
Why Mail This Month? If You Mail Ever, Mail in December
"It's the most wonderful time of the year. There'll be parties for hosting, marshmallows for toasting, and caroling out in the snow." Some of the best things about the holiday season, no doubt. But December is perfect, too, for sending direct mail.
December holidays. The holidays make a great "excuse" for sending mail to your customers and prospects. You don't have to be particularly creative about coming up with a message (though thinking a bit beyond the traditional "Best wishes this holiday season" can go far in keeping you top-of-mind).
Whether you're sending a last-minute gift-buying guide, a coupon, a reminder to start planning for 2011, or a simple Season's Greetings, it's best to be "holiday-neutral" - that is, to avoid sounding like you're promoting one religious holiday or another. Some religious holiday dates in 2010 to be aware of:
• Hanukkah begins December 2nd
• Christmas is on December 25th
• Kwanzaa begins December 26th
Mailing mid-month is the safest bet to avoid offending customers of one religion or another. That said, December 26th, the day after Christmas, is a huge shopping day, and most retailers have big sales. If you're promoting your own, consider calling it a "December 26th sale" or a "post-holidays sale" to avoid offending.
First Day of Winter - December 21, 2010. If you want to mail in December, but prefer not to tie your mailer to the "holidays" consider a "First Day of Winter" celebration. But remember, mailboxes are jam-packed this time of year, so you'll have to be both incredibly creative and compelling (valuable) to have an impact.
End of the year. For many firms, especially those that sell products or services to other businesses, December is much more about the end of the year (and all that entails) than it is about the holidays. Think about sending an "End of the year guide" explaining what a business should do to properly close out the year. Target and personalize your booklet mailer for each client or prospect.