Holiday Direct Mail: Why October Is the Time to Start Planning

The holidays may still feel a few weeks away, but businesses planning a holiday marketing campaign should start in October.

Between crowded inboxes, busy schedules, and an endless stream of online ads, getting your customers’ attention during the holidays can be challenging. Direct mail gives your business another way to reach them—right in their mailbox.

And when you start planning early, you have more time to create a campaign that does more than simply say, “Happy Holidays.”

Why Direct Mail Works During the Holidays

Think about your own inbox during November and December. Holiday promotions, sales announcements and special offers arrive constantly.

Email and social media are still valuable marketing tools, but direct mail adds something different: a physical piece your customer can see, hold and keep.

A well-designed postcard, oversized mailer, catalog or holiday card can put your business in front of customers without competing for space in an email inbox or social media feed.

Start with a Clear Goal

Before choosing a design or mailing list, decide what you want your campaign to accomplish.

Are you trying to:

• Bring customers into your store?

• Promote a holiday special?

• Generate appointments before the end of the year?

• Thank current customers?

• Reach new prospects?

• Encourage customers to visit your website?

• Stay top-of-mind heading into the new year?

Your goal should help determine everything from your mailing list and message to your offer and call to action.

Make Your Holiday Mail Useful

Holiday direct mail doesn't have to be just another advertisement.

Give recipients a reason to keep your piece around. Depending on your business, that could mean including a special offer, coupon, event information, helpful checklist, holiday schedule or QR code leading to something useful online.

The more relevant the mailer is to the recipient, the better chance you have of turning attention

Connect Direct Mail with Your Digital Marketing

Direct mail doesn't have to work alone.

A QR code can send customers directly to a landing page, online offer, appointment scheduler, product page or special holiday promotion.

You can also coordinate the message on your mailer with your email marketing, social media and website. When customers see a consistent message in several places, your campaign becomes more recognizable and memorable.

Your Mailing List Matters

Great design won't make up for sending your message to the wrong people.

Before your holiday campaign goes out, take time to think about who should receive it. That may include existing customers, past customers, prospects or people in a specific geographic area or demographic.

A more targeted mailing can help you spend your marketing dollars reaching the people most likely to respond.

Don't Wait Until the Holiday Rush

Planning ahead gives you time to think strategically about your audience, offer, design, printing and mailing schedule.

October is a great time to start asking:

Who do we want to reach? What do we want them to do? And what can we put in their mailbox that will get their attention?

MailWorksKC can help you take your holiday direct mail campaign from idea to mailbox, including printing, mailing, and the details in between.

Frequently Asked Questions About Holiday Direct Mail

When should I start planning a holiday direct mail campaign?

October is a good time to begin planning. Starting early gives you time to determine your audience, develop your offer, create your mail piece, prepare your mailing list and schedule printing and mailing before the holiday rush.

What types of direct mail work well for holiday marketing?

Postcards, oversized mailers, holiday cards, catalogs, coupons and special-offer mailers can all work well. The right format depends on your audience, message, budget and what you want recipients to do next.

Can I target specific customers with direct mail?

Yes. A direct mail campaign can be targeted using your own customer list or a mailing list built around factors such as geographic area or demographics. Better targeting helps you put your message in front of the people you most want to reach.

Can direct mail work with digital marketing?

Absolutely. Adding a QR code or specific web address can connect a printed mail piece to a landing page, online promotion, appointment scheduler or other digital destination. You can also coordinate your direct mail message with email and social media campaigns.

What should I include in a holiday direct mail piece?

Start with a clear message, strong visual design and an easy-to-understand call to action. You might also include a special offer, deadline, coupon, QR code, event information or another reason for the recipient to respond.

Can MailWorksKC help with the entire direct mail process?

MailWorksKC can help businesses manage the details involved in getting a direct mail campaign from concept to mailbox, making it easier to coordinate printing, mailing and campaign execution.