Unwrap Marketing Success: McAdams Graphics’ Direct Mail and Printing Services for the Holidays
It’s (almost) the most wonderful time of the year. Do you know what that means?
The time to plan your holiday marketing campaigns is here!
While most marketing strategies focus on digital tactics such as emails and social media, there’s a successful yet often overlooked analog method for reaching your target audience: direct mail.
Though it might surprise you, email hasn’t killed snail mail. Here are some statistics to show why this marketing tactic is still going strong. According to Gallup, 41% of all Americans look forward to opening their mailbox each day. Another survey from Epsilon found that 77% of consumers immediately sort through their mail.
Direct mail’s enduring popularity for marketers and consumers alike stems from its tangibility. By involving multiple senses, direct mail makes a strong impression on readers. Many readers hold onto direct mail pieces, attaching them to a high-visibility area like a cabinet or refrigerator door. Direct mail’s longevity keeps your company top-of-mind in a way email can’t. This is especially important during the holiday season when competition is high and customers expect deals.
When it comes to seasonal direct mail campaigns, you can expect two major benefits.
1. Your audience is more likely to open direct mail this time of year, increasing the chances they read your message.
2. Your solution reaches your audience during a typical buying season, making it easier for you to convert them.
How to Plan a Successful Holiday Direct Mail Campaign: A Step-by-Step Guide
You want your holiday direct mail campaign to stand out in your customers’ mailboxes. By reaching customers early in the season, crafting a compelling message, and sending an enticing offer, you increase the chances of your audience keeping your direct mail piece as a constant reminder of your business.
Planning a direct mail campaign for the holidays might seem unoriginal; however, it can be an effective way to connect and engage your customers and increase sales during a busy season.
In our more than 35 years as a direct mail printer, we have seen what makes holiday direct mail campaigns successful. We put together this step-by-step guide to help you plan and execute your own campaign so you can experience the power of direct mail for yourself.
Step 1: Define Your Goals and Audience
Your goals and target audience will impact every aspect of your campaign. That’s why you must determine what results you want the campaign to achieve and who you’ll target before you do anything else.
If you want to keep your direct mail piece from being tossed in the trash, you must engage your audience with a message relevant to them.
● Prospects - If your campaign goal is to grow your mailing list, send it to potential customers. Every Door Direct Mail® from the United States Postal Service is a helpful online tool for targeting specific demographics and finding new prospects for your list.
● Existing Customers - For a higher response rate, focus on your existing customers. They have a purchase history with your business and are more likely to buy from you again.
Step 2: Design Personalized Content
Regardless of your target audience, personalization is key! Tailoring your campaign, even in small ways, will help you stand out from your competitors and make your direct mail piece resonate more strongly with your audience.
In Holiday Marketing with Direct Mail: The Surprising Holiday Marketing Tactic Retailers Should Try, author Rieva Lesonsky outlines three ways you can use data insights to personalize your direct mail campaign.
1. Customer Name - The simplest way to personalize your direct mail piece is to include your customer’s name. Though this small detail may seem insignificant, it is actually quite powerful. Seeing their name on a piece of mail will grab your customer’s attention and connect with them personally.
2. Purchase History - If the target audience of your holiday direct mail campaign is existing customers, review their purchase history. What products have they bought in the past? What categories interest them? Send them related offers that are relevant to their behavior. This will make it more likely that your customers will buy from you again, and it will show them their preferences matter to you.
3. Personal Interests - This level of personalization requires you to have data about your customers beyond their past purchases. Use the information you have to appeal to their interests and tailor the offer to them.
Step 3: Create an Eye-catching Design
Generic mail pieces won’t connect with your target audience. Now is the time to ditch the bland design and create a memorable direct mail campaign.
There are several options for enhancing your direct mail piece.
● QR code to a page on your website
● Textured paper
● Unconventional mail pieces, such as popups
● Video links
● And more
Use one or more of these enhancements to leave a long-lasting impression. Engaging more than one of the five senses increases impact by 30%; stimulating three or more senses kicks brand impact up to 70%!
Whatever you do to create a memorable experience for your audience, don’t forget to include the basics like your business’s name, website, and contact information.
Step 4: Pick a Campaign Tracking Method
Think back to the goals you defined for your campaign. How will you measure its success?
Typically, your holiday direct mail campaign will include an offer. When planning your offer, be sure it is easy for your target audience to take advantage of and that you have a way to track the results.
Here are analog and digital methods for you to consider.
● Order form envelope - This direct mail format simplifies the response process for your audience. Including a pre-filled reply card reduces the amount of time it takes for your audience to act. And because all replies will be sent back to you in a specific envelope, it will be easy for you to measure and analyze your campaign’s performance.
● Physical mailer return - To take advantage of your campaign’s offer, your audience must bring the mail piece to the store. Instead of viewing website analytics, this method lets you see results in real-time. It’s a tangible way to track success that allows you to get to know your audience better (which you can use to better personalize future offers or campaigns).
● Redemption code - Assign your campaign a unique redemption code and include it on each direct mail piece. When a customer uses the code to redeem your offer, you will know the campaign led them to make the purchase.
● QR code - Instantly connect your audience with digital content like a landing page for your campaign or for the campaign’s offer. Use your website analytics to see how many people visit the page and convert. If one of your overall marketing goals is more digital engagement, this tracking method can help with that too.
Step 5: Select the Best Printing and Mailing Partner for You
Though it might be tempting to handle the printing and mailing on your own, we recommend you find a partner you can trust to execute your campaign.
There are printing companies that specialize in direct mail for a reason. An experienced direct mail printer will help you maximize your budget and achieve the goals you set for your holiday campaign. They know the in’s and out’s of the process from development to mailing and likely offer other services, such as list management, you can use to make your campaign as successful as possible.
Because every piece of direct mail has the potential to influence your audience and lead to business success, you want your holiday campaign to be done right. Use a resource like IndustrySelect to narrow your search and vet potential partners.
Step 6: Schedule a Post-Campaign Evaluation and Planning Session for Your Next Campaign
As with any other marketing tactic, it’s necessary to schedule time to reflect on and analyze your holiday direct mail campaign. Data analysis can reveal trends and patterns you otherwise would have missed. You won’t run the exact same campaign again, but you should apply what you learn to make your future campaigns better. If this is your first time sending a direct mail campaign, use these results as a baseline for future campaigns.
McAdams Graphics is a Trusted Direct Mail Printer for Your Holiday Campaign
Take advantage of direct mail’s engaged audience to build and strengthen relationships with your customers by using these 6 steps to plan your holiday direct mail campaign.
For over 35 years, McAdams Graphics has been providing printing and direct mail services for companies like yours across the United States. As a leading direct mail printer, we have what it takes to guide you through the process of creating and delivering a festive, successful campaign!
Plan your holiday direct mail campaign with McAdams Graphics NOW!
