Preparing Your Christmas Direct Mail Campaign
When it comes to response rates and ROI, direct mail consistently proves how powerful it is.
According to the 2018 DMA Response Rate Report, direct mail response rates have seen a 3.9% increase in 2017, to now being 9% for a house list, and 5% for a prospect list.
Here, we want to share what you need to consider to get the most out of your Christmas direct mail marketing campaign.
Timing is Key
Timing is crucial when delivering your marketing campaign if you want improved revenue results to follow. Christmas is a busy period with consumers receiving a significant influx in marketing emails promoting the latest offers and products during this season, so it is vital for your campaign to be on time.
Therefore, to increase the likelihood of your messages being read and opened, we recommend being prepared and developing your Christmas campaign in the summer period for it to be delivered and mailed in time for November and December.
Personalised Direct Mail
Direct mail marketing is known to be a greatly effective way to communicate to Christmas. As supported by Royal Mail MarketReach, a huge 92% of prospects open their direct mail, compared to email open rates at 15.1% on average according to DMA's Email benchmarking report 2018.
Retailers face the challenge of standing out amongst the noise and clutter of a crowded inbox. Mail provides the answer, offering a tangible piece of personalised print which has a greater likelihood of being read.
Christmas gives you the freedom to experiment. Appeal to the recipient's festive side and spark their interest by showing them something different from the more generic mailers, which may land on their doormats.
The right offer and messaging combined with creativity and imaginative design, are what will set your direct mail campaign apart from your competitors. Play around and create a fun stand out format whilst adopting a festive feel, like the below Christmas card design example - the gift tags could be vouchers redeemable in-store, driving footfall in a crucial trading period.
Our study 'Hobson's Choice' shows consumers absorb messages better from multiple channels, so when the power of mail is complimented with email, it delivers and incremental increase in revenue.