Using Direct Mail to Get the Jump on the Holidays
It’s November now. Halloween is over, which means all attention is now focused squarely on the holiday season. For many businesses, the holidays represent the most pivotal time of the year in regards to sales. So, efforts to get the attention of the consumer need to be ramped up, and that means adding direct mail marketing into the mix.
Why direct mail, you say? The most important answer is that direct mail works. A report by Epsilon reports that 77% of shoppers are influenced by direct mail. That same report shows that online banner ads impact only 41% of shoppers. This shows that it’s not a matter of putting one over the other; it’s finding ways to utilize both to increase your chances of engaging potential consumers.
Get Your Direct Mail Campaign Started Now
If you haven’t started your holiday marketing campaigns, guess what—you’re late. Well, not exactly, but you’re really missing out on an opportunity to offer some early holiday shopping deals. Of course, consumers will be online getting much of their shopping done, but that shouldn’t be a deterrent for your direct mail campaigns; it should actually be encouraging. Using direct mail is a great way to get consumers to visit your web site to take advantage of your special offers.
And you better believe that you need some kind of special offers. The holidays are all about value. Consumers will be looking for discounts, coupons, gift cards, and any other type of offer that gives them the best value for their spending. Starting your campaigns early is a great way to get those consumers who are ready right and prefer not to wait last minute.
Create Urgency with Direct Mail Offers
Another benefit of starting your campaign early is that you get to create a sense of urgency around your offers. Letting your customers know these are pre-holiday specials that only last up to a certain date is one way to ignite some sales.
This means you need to be on point with your copy. Your content needs to be clear so customers know exactly what deals they are getting and when those deals run out. Coupons, discounts, in-store or online specials are all ideas that could be communicated to your targets.
The Right Mailing List Is Crucial
In order for your pre-holiday direct mail campaign to be effective, you need to be targeting the right consumers. This starts with using the right mailing list. Your list needs to consist of those consumers whom you assume would be more ready and able to start their shopping early.
Putting together the right list really takes some research. It takes your knowing your customer inside out and understanding their habits. This is where Macromark’s expertise comes into play. We are known for providing the most comprehensive mailing lists in the industry—the type of lists that can spur your holiday sales before the holidays get started.
If you’re thinking of starting your holiday marketing campaigns, we’re already ahead of you. Get in touch with Macromark now and let us help you execute a comprehensive direct mail campaign to kick the holiday season off right.
Lesonsky, R., “The Surprising Holiday Marketing Tactic Retailers Should Try,” Small Biz Trends, October 24, 2016; https://smallbiztrends.com/2016/10/holiday-marketing-with-direct-mail.html.
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