Direct Mail: The Holiday Gift that Keeps on Giving
Anyone who’s been in marketing for more than an hour knows that the holidays don’t start at Thanksgiving, they start in August—like, right about now. It’s imperative for companies to get the jump early to make the most of the short holiday season. The few months between Halloween and the New Year are the prime time for businesses to connect with customers, engage them, and boost sales.
But marketing with direct mail for the holidays takes a bit more imagination and innovation than normal. If you want to surprise and delight customers and prospects with a thoughtful card or slick catalog, you have to stand out.
Our gift to you, then, are these tips to help you create unforgettable seasonal direct mail campaigns. Whether you're a marketing manager, small business owner, or retail marketing specialist, these insights will help you make your holiday direct mail experience a happy and successful one. (Here are examples of iconic holiday campaigns throughout the years that might provide some inspiration.)
Popular Types of Holiday Direct Mail
During the festive winter season, people tend to be more receptive to physical mail, making it an ideal time to send out greetings, promotions, and special offers. Direct mail can drive traffic to your physical or online store, enhance brand loyalty, and generate significant ROI when executed effectively. Holiday direct mail campaigns can cut through some the holiday frenzy and provide the personal touch that resonates with recipients.
Holiday Catalogs
Holiday catalogs are a staple of direct mail campaigns. They showcase your product range, inspire gift ideas, and often include special discounts and promotions. A well-designed catalog will often find a place on a table or counter in the recipient’s home throughout the holiday season, providing repeated exposure to your brand.
Personalized Greeting Cards
Sending personalized holiday greeting cards can create a warm and engaging connection with your customers. Handwritten notes or signatures add an extra layer of personalization that can enhance customer loyalty and brand sentiment.
Gift Guides
Gift guides help customers find the perfect present for their holiday list. Categorize your products based on demographics and recipient type or price range to make it easier for customers to shop. Include a mix of your bestsellers and new items to attract a broad audience.
Postcards
Postcards are cost-effective and versatile. Use them to announce holiday sales, send discount codes, or simply wish your customers a happy holiday season. Their simplicity makes them easy to design and quick and economical to produce.
Special Offers, Coupons, and Letter
Including exclusive holiday offers or coupons in your direct mail—especailly in a personalized holiday-themed letter—can drive immediate action. Limited-time discounts or special bundles can create a sense of urgency, encouraging recipients to make a purchase.
Creative Tips for Holiday Mailers
If there is any time of year to be especially clever, innovative, and just plain “artsy,” the holidays are it. Here are a few ways to help make you seasonal mailers and campaigns sparkle and bring joy.
Make it Interactive
Interactive elements such as pop-up designs, pull-tabs, or scratch-offs can make your mailers even more engaging. These features encourage recipients to interact with your mail piece, increasing the likelihood that they will remember your brand and offer.
Personalization is Key
Personalization goes beyond just addressing the recipient by name—that’s table stakes. Use your marketing data to tailor the message to each customer’s preferences and past purchases. Personalized mailers show that you value your customers as individuals, not just as sales targets.
Festive Design
Ensure that your mailers capture the holiday spirit with festive colors, images, and themes. High-quality design and printing can make your mail stand out and convey the premium nature of your brand.
Include a Call-to-Action (CTA)
Every piece of direct mail during the holidays—and any time of year, for that matter—should have a clear CTA. Whether it’s visiting your store, using a discount code, or signing up for a newsletter, make sure your recipients know what action to take next.
Sustainable Practices
The holidays are no time of year to forget the noble tree, so seriously consider using eco-friendly materials and highlighting your commitment to sustainability. Many consumers appreciate businesses that are mindful of their environmental impact, and this can enhance your brand’s image. It’s also good for the planet.
Integrating Digital Strategies with Holiday Mail
Combining direct mail with digital strategies can amplify your campaign’s impact. Include QR codes or personalized URLs (PURLs) in your mailers to direct recipients to your website or a specific landing page. Use social media and email marketing to remind customers of the offers in your direct mail, creating a cohesive omnichannel campaign. Here are just a few examples of brands that made this physical-digital concept work.
Coca-Cola’s Personalized Bottles
Coca-Cola’s campaign included sending personalized bottles to customers with their names on them. This not only created a memorable experience but also encouraged recipients to share their bottles on social media, extending the campaign’s reach.
IKEA’s Interactive Catalogs
IKEA’s holiday catalogs featured interactive elements such as pop-up pages and pull-tabs, making the catalog an engaging experience. This creative approach not only showcased their products but also inspired customers with holiday decorating and gift ideas.
Macy’s Believe Campaign
Macy’s "Believe" campaign encouraged children to write letters to Santa, integrating direct mail by sending special stationery and envelopes. The campaign’s heartwarming message and the promise of donating to charity for each letter received made it memorable and impactful.
Best Practices for Holiday Direct Mail
While creating and running a holiday direct mail campaign in not all the different from what you do all year, there are some tactics to try that will make it as successful as possible.
Start Early
Begin planning your holiday direct mail campaigns well in advance—last-minute marketing is no better than last-minute shopping does. This ensures you have enough time to design, print, and mail, and avoids the holiday rush.
Test and Refine
Use some of that time to conduct A/B testing on different elements of your mailers, such as design, messaging, and offers. Use the insights gained to refine your campaigns for better results.
Track Your Results
Use tracking methods such as unique coupon codes, QR codes, or PURLs to measure the effectiveness of your campaign. Analyzing these results helps you understand what worked and what didn’t, guiding future campaigns.
Follow Up
Don’t let your holiday direct mail be a one-off extravaganza. Follow up with recipients through email or social media after the New Year to reinforce your message and maintain engagement.
By implementing at least some of these strategies, you can create holiday direct mail campaigns that not only capture the spirit of the season but also drive meaningful engagement and sales. Embrace the physical and personal nature of direct mail to make this holiday season your most successful yet.
