INCREASE HOLIDAY SALES WITH MAIL CAMPAIGNS

The holiday season is a memorable time for many and is often highlighted by food, friends and fun festivities and gatherings. The holidays can also be known, however, for being a stressful time for marketers and businesses as they try to increase their numbers and make a final push before the end of the year. That is why no holiday season is quite complete without using a direct mail campaign to showcase what your business or institution has to offer.

Direct mail has proven to be an advantageous way to reach new customers and put on display your many offerings. This marketing technique is even more valuable during the holiday season. While sending out a digital marketing solicitation via email, social media or online advertisement may be easier, you are missing a golden opportunity to reach new potential customers at a time during the holidays when they are anxious to check their mail on a daily basis.

According to statistics from the U.S. Postal Service, 75% of direct mail customers open their mail the day it is delivered. Can you imagine how much higher that percentage is likely to increase during the holidays when personal letters, holiday cards and gifts arrive? The middle of November through the first few weeks of January is a time where your audience will give your direct mail marketing campaign significantly more consideration than at any other point of the year.

The holiday season is a call to action for marketers and institutions to get more bang for their buck through direct mail. Customers are not only paying attention to your solicitations during this time, but they are actively seeking them out. This window of opportunity is available each year during the holidays and puts marketers and institutions that capitalize on it in a powerful position to attract new customers.

Another reason why the holidays are a terrific time to use direct mail is obvious yet overlooked. While we have already discussed how you are in a good position to have your potential customers react and respond to your direct mail, the opposite is actually occurring through most digital campaigns. Digital marketing during the holidays has a greater chance of being lost in the shuffle.

So many customers are being bombarded during this time with never-ending emails and online ads that those digital techniques lose their value and become a dime a dozen. Not only do they have little or no effect on the consumer, they can lead to “digital fatigue” which causes the consumer to avoid those solicitations altogether.

This is not an indictment on digital marketing campaigns as those campaigns as a whole have value as well. However, in being strategic with your overall marketing options, while digital marketing may be easier and more affordable, its chances of providing a higher ROI than a well-crafted, multi-layered or singular direct marketing campaign is unlikely. While digital marketing has a clutter of competition problem during the holiday months, that is not something that direct mail suffers from.

Additionally, the holidays are also a key purchasing time for multiple reasons. Whether your prospective customers need to spend a remaining allotment in their budget before the end of the year, feel more generous with their spending during the holiday months or simply want to get a jump on the new year, they have different buying tendencies during holiday months than they do throughout the year. This typically leads to them being more receptive to the solicitations they see during the holidays. Therefore, getting their eyes on your products, services and offerings is the ultimate objective and direct mail is the perfect solution.

Finally, one of the most important parts of putting together a direct mail campaign during the holidays is identifying a direct mail vendor or partner who is experienced. They can guide you through the various options and potential integrations you may want to incorporate to help you achieve the best possible result.

At DME Delivers, we understand that not all direct mail campaigns are created equal. They are not meant to be a cookie-cutter, one-size-fits-all process. We know they must be crafted and catered to each customer and each customer’s needs. Being able to identify your best direct mail solution and target your optimal audience is essential to a successful campaign. There are many ways to achieve your objectives and being able to trust your direct mail partner to help direct you down the path is invaluable.

Whether it is a personalized postcard, a creative mailer with custom components or even a festive mail piece with a unique design to set it apart from the rest, we want to help you narrow your focus and deliver results.

The holidays are a time for celebration and there is no better way to celebrate the season than with increased sales through direct mail.