The holiday season presents a great opportunity for your business to get in front of existing and new customers, whether it’s by offering exclusive content or offers, or simply sending a corporate holiday card. One of the most effective ways you can do this is through direct mail, because people are inundated with emails and other advertising methods that can seem irrelevant within the blink of an eye. In this post, we’ll focus on ways to get your business holiday cards noticed during the holiday season.
In general, research shows that 77 percent of consumers sort through their physical mail as soon as they receive it. Additionally:
- Direct mail has a 3.7% average response rate, compared to 0.62% of digital channels combined
- 42% of direct mail recipients either read or scan the mail piece
- Only 44% of advertisers are using three or more channels, which means more opportunity to get noticed using mail.
Given this, the holiday season is a high-traffic time for businesses advertising sales, promotional gift bundles and more to entice customers to purchase holiday products and services. That being said, it’s necessary to ensure your direct mail pieces stand out from the rest. It’s not enough to simply send a generic card to the masses without personalizing it, or to distribute a catalog with promotional codes buried in it so your customers have to hunt for them.
You have to brainstorm ways to set your direct mail apart or risk getting lost in the clutter.
Here are some key ways to make your direct mail cards stand out during the holiday season:
- Consider your audience. Make sure you take into account the characteristics, demographics and behaviors of your target customers when crafting your mailing piece. For example, if you’re targeting millennials, it could be more effective to use an innovative and creative piece. If you’re aiming for older folks, it may make sense to use larger print. You get the idea.
- Include an appealing incentive. The format and concept of direct mail makes it an ideal method for including coupons and promotional codes. However, you should make your offer unique, beneficial and attention-getting to the customer.
Some examples could be: offering a large discount that decreases by 10% each day to encourage customers to buy now, offering $50 off if someone spends $300, or offering a complimentary gift basket or set with a certain purchase amount. It’s also a good idea to include a pop-out or removable card with a user’s individual promo code on it so that they can have a physical reminder of their offer to carry with them.
- Customize your message. In today’s hyperactive media environment, it’s more important than ever to personalize messages to consumers. This starts with including the recipient's name, but extends to proactively demonstrating how your offer solves the customer’s problems. Give examples that demonstrate ways in which your products or services enrich your target audience’s lives that they may not have considered. Of course, tailor these points to specific habits and behaviors of your customers and avoid general, more obvious solutions.
- Surprise them with a unique holiday hook. Don’t be afraid to get creative with your content and promotions. The holiday season is a cheerful time of celebration, after all. Explore ideas like offering Small Business Saturday specials to entice folks to visit your store, create a holiday gift guide based on your industry, or host a fun holiday photo contest with a store credit reward. The options are endless! Just keep in mind that although you obviously want to tie your offer into the holiday season, make sure you include appropriate, ethical language that demonstrates respect surrounding the holidays.
Now, feel free to check out our 2017 Corporate Holiday Campaigns to purchase both a promotional and holiday card with the same aesthetic.