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You\u2019re getting your store ready for the holidays by putting out festive d\u00e9cor, developing an email marketing campaign, boosting your local search optimization and planning your social media attack. But one holiday marketing tactic that might not be on your radar could actually be highly effective: direct mail.<\/p>\n

Direct mail influences holiday purchases for 77 percent of shoppers, a study by Epsilon reports. By comparison, just 41 percent of respondents say online banner ads influence their decisions.<\/p>\n

Why the love for direct mail? Respondents say direct mail usually includes some kind of discount. They can take more time to review the offer than if it were online. Plenty of respondents enjoy looking at mailers in a leisurely fashion. And many say they simply get too many emails \u2014 direct mail cuts through the clutter.<\/p>\n

Of course, you shouldn\u2019t ignore digital marketing \u2014 90 percent of respondents say they will go online or look at retailer emails as part of their holiday shopping. But the surprising popularity of direct mail means it deserves a second look.<\/p>\n

Holiday Marketing with Direct Mail<\/h2>\n

Here are 10 tips for a successful direct mail<\/a> campaign:<\/p>\n

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Use the Right Mailing List<\/h3>\n

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If you have a mailing list of current customers, that\u2019s the best place to start \u2014 you know they\u2019re interested in what you have to offer. Want to target nearby residents? The U.S. Post Office\u2019s Every Door Direct Mail<\/a> program enables you to target recipients by ZIP code, income level and other demographic characteristics, and can simplify direct mail creation and distribution.<\/p>\n

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Enhance your direct mail campaign by meticulously curating your mailing list. Go beyond just existing customers and explore demographic targeting to reach potential new customers who are likely to be interested in your offerings. Utilize data analytics to refine your list for maximum impact.<\/p>\n

Beyond just targeting existing customers, consider reaching out to community groups, clubs, or associations that align with your brand. This broadens your reach and connects with potential customers who share similar interests and values.<\/p>\n

Include an offer<\/h3>\n

Three-fourths of survey respondents say they are likely to use coupons they received in the mail \u2014 even more than those who plan to use coupons received by email or found online.<\/p>\n

Create a sense of urgency. Time-sensitive offers can get customers into your store during slower times of the week. For instance, hold a pre-Black Friday sale targeting customers who want to avoid the hectic crowds, a midweek sale or special deals available only from 9 to noon.<\/p>\n

Introduce bundle deals exclusive to direct mail recipients. For example, \u201cBuy two, get one free\u201d on select products or special holiday bundles. This not only incentivizes purchases but also introduces customers to a wider range of products.<\/p>\n

Include a clear call to action<\/h3>\n

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Whether it\u2019s \u201cFree Gift Inside\u201d or \u201cBring in this postcard for 40 percent off,\u201d make it immediately clear what you want customers about how the direct mail piece benefits them and what you want them to do next.<\/p>\n

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Don\u2019t forget the basics. I once got a postcard with an offer I was eager to act on, but I couldn\u2019t find the business\u2019s name anywhere on the piece! Hard to believe, but true. Make sure your direct mail piece includes your name, address (maybe even a little map), phone number, website URL and business hours.<\/p>\n

Enhance your call to action by incorporating interactive elements like scratch-off areas revealing special discounts or QR codes leading to exclusive online holiday content. This adds an element of surprise and engagement to your direct mail.<\/p>\n

Track responses<\/h3>\n

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Asking customers to bring in the direct mail piece for a free gift or discount is a good way to track who responds. You can then invest more in mailers to those customers going forward.<\/p>\n

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Here\u2019s what you can do:<\/p>\n

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  • Redemption Codes<\/strong>: Implement unique redemption codes on each direct mail piece. This way, when a customer redeems an offer or discount, you can trace it back to the specific mail campaign, allowing for precise tracking of its effectiveness.<\/li>\n
  • Physical Mailer Return<\/strong>: Encourage customers to bring the actual mailer to the store in exchange for a promotion or gift. This tangible tracking method provides immediate feedback on engagement levels and helps in quantifying the response rate.<\/li>\n
  • Digital Integration<\/strong>: Use QR codes or dedicated landing pages mentioned in the direct mail. When customers scan or visit, you can measure the digital engagement driven by your physical mail campaign, giving a holistic view of its impact.<\/li>\n<\/ul>\n

    Utilize advanced analytics tools to track customer engagement. Consider integrating your direct mail campaign with your CRM system to analyze customer responses and conversion rates, providing actionable insights for future campaigns.<\/p>\n

    Personalize Your Message<\/h3>\n

    Personalization goes a long way in resonating with your audience. Using data insights, tailor your direct mail pieces to reflect the recipient\u2019s name, purchase history, or personal interests. A personalized holiday greeting can make your customers feel valued and connected to your brand.<\/p>\n

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    • Recipient\u2019s Name Integration<\/strong>: Including the customer\u2019s name in your direct mail not only grabs their attention but also establishes an immediate personal connection. It\u2019s a simple touch that can make a big difference.<\/li>\n
    • Tailored Offers Based on Purchase History<\/strong>: By analyzing previous purchases, you can send offers that are directly relevant to each customer. This not only increases the likelihood of a sale but shows that you\u2019re paying attention to their preferences.<\/li>\n
    • Customized Content Reflecting Personal Interests<\/strong>: Go beyond just sales offers. If your data indicates a customer\u2019s specific interest (like a particular product category or hobby), tailor your content to resonate with that. This added touch can transform your mail from generic to genuinely engaging.<\/li>\n
    • Tailor your messages<\/strong> to reflect local events, traditions, or community activities. This localized approach demonstrates your commitment to the community and can resonate more strongly with recipients.<\/li>\n<\/ul>\n