Dec 29, 2010
Why Mail this Month? Take Advantage of New Beginnings
New Year and new beginnings. For most of us, January is a time to start anew. We make our list of resolutions - all the things we wish we had done differently last year and resolve to "get right" this year. For businesses, too, January is a time of new beginnings - a new budget, a new strategic plan, a new outlook.
So whether you sell to individuals or businesses, January is a great time to capitalize on this "new beginning." Some ideas you might consider implementing in your direct mail pieces this month include:
• How customers' New Year's resolutions could be easily fulfilled with your product or service
• Make your clients aware of important dates in the coming year (including new deadlines for your product or service)
• Explain how your product or service can fit within your clients' new annual business plans
Beginning of the first quarter. More companies mail regularly than mail for specific holidays or seasonal promotions. January marks the beginning of the first quarter - a good time to put out that regular mailer (if you don't mail monthly, you should at least mail once a quarter to keep yourself at the front of your customers' and prospects' minds).
Financial Wellness Month - Credit cards bills with the holiday shopping charges will be arriving this month; combined with the fact that January is Financial Wellness Month, it's a great opportunity to offer your customers an "Extra break you need" coupon. If it's relevant to your business, consider sending a guide to financial wellness.
Martin Luther King, Jr. Day - January 17, 2011. Commemorates the birthday of Martin Luther King, Jr. You might consider sending a direct mail piece that plays on the concepts of freedom, perseverance, courage, or leadership - all qualities embodied by Dr. King.
Get to Know Your Customer Day - January 18, 2011. It's not a well-known holiday, but make it an "excuse" to get to know your customers better. Mail a customer survey - that will allow you insight into how satisfied your customers are with your service and, even better, if you ask the right questions, it will allow you to build a more robust in-house mailing list. Remember, the better you know your customers, the better you can target your mailings, and the more successful those mailings will be.
Groundhog Day - February 2, 2011. If the groundhog sees his shadow when he peeks out of his hole this morning, it's 6 more weeks of winter. If not, spring is just around the corner! Tie your mail to the groundhog's prediction (or, maybe, what your hope is). Or, you could send a mailer just after Groundhog Day to say "No shadow for the groundhog! To celebrate the near arrival of Spring, we're having a sale."
Chinese New Year -February 3, 2011. The most important of all Chinese holidays. 2011, the year of the rabbit, is actually year 4708 of the Chinese calendar. Tie your direct mail message to hope for prosperity and good fortune in the Lunar New Year.
Super Bowl - February 6, 2011. More than 100 million Americans tune in to watch the Super Bowl every year. Even people who aren't football fans watch for the multi-million dollar commercials, at least. Clearly, if your business is sports related, or your audience is sports fans, it's a great time to send mail, perhaps offering your own "Super" special event.