10 Strategies for Successful Holiday Direct Mail Marketing

Holiday direct mail marketing strategies

10 Strategies for Successful Holiday Direct Mail Marketing

It's 2022 and people are starting EVEN EARLIER than usual!

For the first time in history, holiday sales are predicted to rise above 1 TRILLION DOLLARS in the US this year!  Are you prepared?

Capitalize on the busiest shopping time of year by increasing your marketing efforts this holiday season. The earlier you get your message out to consumers the better your chances are of attracting new consumers and loyal customers to your business.

You’ll give your business a boost for the following year as well. Capture their attention with a carefully planned and executed holiday direct mail marketing campaign. Let’s take a look at ten easy things you can do to improve your marketing campaigns this holiday season.

1. Use Oversized Direct Mail

Help divert consumers attention to your message and offers

Capture consumers’ attention and show them just the important information. Such as, who you are, why they should shop at your store, and what specials you have. The oversized mailer helps divert consumers’ attention away from other mail pieces like standard postcards and letter-sized mailers. Once you have their attention, hit them with stunning graphics while giving them just what they need.

77 percent of consumers sort through their physical mail as soon as they get it.

Ashley Oversized furniture mailer

2. Use House Lists To Improve Response

Increase your ROI by sending mail to your current customers

Sending your holiday direct mail marketing mail pieces to new prospects is a great way to build a customer list. However, sending to your house list (a list of customers you’ve built using current customers that have purchased from you) is a fantastic way to increase your response rate. If a customer has already purchased from you and had a positive experience then they are probably willing to purchase from you again. People typically go with what they know and what they’re comfortable with. Remind them that you’re still around and that you want their business again. Retaining current customers improves your bottom line because you spend less money doing so rather than converting new prospects.

You spend less money getting a customer to return than trying to convert a consumer into a new customer.

3. Incentivize With Offers & Gift Cards

Give them an incentive to shop with your business

Part of what makes direct mail so fantastically appealing to marketers is that it gives them the potential for multiple impressions compared to email. If your message is compelling, and your gift card and/or offers are highly enticing, then it’s possible that your customers will put a gift card in their wallet,  leave it on their kitchen counter or put it on their fridge. 

Your customers might not go running out to use them right away. However, if they’re interested they will keep your mail piece in their home instead of throwing it away. Essentially, you have given them a constant reminder of your business. There are plenty of different types of direct mail you can improve with offers.

Killer 2 3D Mailer

4. Don’t Neglect The After Season Shopping

Consumers will still be purchasing after the season is over

The Holidays are a perfect time to push products and incentivize offers. But, don’t forget that shopping doesn’t stop after the Holidays are over. Plan for the late-gift-getters and the vacation-takers to give your business a small boost while others are ramping down. Planning to do so with your holiday direct mail marketing campaign will help you capitalize on the holiday rush long after it has passed.

New customers given gift cards by relatives can be turned into loyal, returning customers with the right in-store experience. Focus on customer service during the week between Christmas and New Years.

5. Lift Response With Spectrum’s Easy Omni-Channel Solution

Spectrum Mail Plus integrates your mail with online channels

Instead of just sending out a traditional solo direct mailing, Spectrum Mail Plus combines your direct mailer with seven digital technologies to create omni-channel direct marketing to digital advertising that increases your ROI by reaching your target audience on multiple channels simultaneously.
It’s easy! All you need is a website or landing page and a Facebook/Instagram account. Spectrum does all the setup and serves ads on your behalf.
Holiday Omni-channel marketing campaign

Increase your average marketing campaign RESULTS by 23-46%

Direct mail pieces are mailed to your target market. This tried and true marketing medium yields marketing RESULTS by delivering your well-designed message right to your prospect’s mailbox.
Then, your Spectrum Mail Plus omni-channel marketing campaign touches your audience simultaneously across the web while tracking engagement – including visits to your website.

Most sales are made between the 8th and 12th impression! Perfect to hype holiday sale events and promotions!

6. Combine Direct Mail And Email

Give your holiday campaign a lift

Consumers are more likely to make a purchase when they’ve been introduced to your brand multiple times. The more a consumer sees your holiday direct mail marketing message, the more confidence they have in purchasing from you. Make a memorable introduction with your direct mail piece and follow up with an email to the same list or geographic area. Creating a campaign that tells the same story multiple times in multiple mediums allows you to use repetition to your advantage. Remember that a message will stick with a consumer the more its repeated.
winter sale email and direct mail program example

Remind them with social media ads

If you want to go the extra mile you can always implement a social media ad campaign. Social media campaigns are great especially when consumers are spending 35 to 50 minutes a day on Facebook alone. Make sure you’re making the best use of your marketing budget by spending it where people are already looking.

Social media users spend around 50 minutes per day looking at content.

7. Reward Loyal Customers

Making a customer feel appreciated is a fantastic way to keep them coming back

Reward a loyal customer to keep them coming back. It’s easier and cheaper than sourcing new prospects. If a current customer has already had a positive experience with you they are less likely to seek out a new store or retailer. Even a small gesture like offering 5% off the total order is welcomed by your customers. Consider using personalized direct mail to make it more impactful.
Personalized Flyer

8. Start Early

The more time your marketing message spends with consumers the better

If we’re being honest, we all notice when a retail location starts putting out Christmas decor way too early. It’s not even Halloween yet, but, the Christmas decorations and gifts are already taking up half of the seasonal aisle. What if we said that’s not a bad thing? Hear us out! Consumers don’t want to wait until the last minute to make all of their holiday purchases. Typically, they want to get everything done as early as possible to avoid the mid-season rush and the large crowds.

Just because you’re prepared doesn’t always mean your customer is

Unfortunately, no matter how well prepared they are, there’s always a few (hundred) people who are rushing to buy gifts and cards the day before Christmas. Shops give their customers a chance to avoid major headaches down the road by putting out holiday material early. Get your marketing message out early as well to make the customer aware of their ability to start shopping.

Starting early gives your marketing message more time to sit with your customers. Sending them one piece of direct mail is rarely enough to get them to buy, especially long-term.

Another reason to get things done early is that a consumer will need that time to make a decision. Slowly and subconsciously they need to start to decide that they’re going to make some holiday purchases. If you’re an auto shop offering a winter tune-up you’ll need to do something similar with your marketing. Make people aware that they can get a tune-up and winterize their vehicle before they get caught in that first blizzard of the season.

9. Convey Emotion

Consumers respond well to emotion so show a little in your collateral

Using power words like “FREE” and “ON SALE!” use to be enough to catch the eye of a consumer. While that may still be true to a degree, it’s just as important to appeal to the sentimental side of your customers. Consumers don’t want selly words and flashy text. It will catch their attention, but, after you do so, you should talk to them as a friend. Create an emotional connection with your customers to build your business and establish trust in your brand. A touch of heart or human emotion will get a lot further than “BUY NOW!”
all metals holiday mailer card

10. Send A Thank You Card

With no agenda and no pressure show gratitude towards your customer so you’re the first place they shop

Thanksgiving isn’t a major buying holiday. We all know Black Friday is right around the corner though and is one of the biggest buying days of the year. You can utilize Thanksgiving as a way to send your loyal customers some gratitude. Send them a personalized holiday card with a small no-strings gesture of kindness. Use this as the first opportunity to set up the marketing messages you’ll be sending in the weeks leading up to Christmas.
Thank you card kit

Thank your customers and show your gratitude for them. It will go a long way when you’re ready to hit them with the offers and sales.

So What Is The Best Holiday Direct Mail Marketing Strategy?

There is no one tip on this list that’s going to significantly boost your marketing campaign beyond all others. However, the combination of all of these strategies is sure to help you succeed. Using all of these tips will help create a campaign that really speaks to your customers on a personal level. It will also make you more memorable during this highly competitive time of year.

Send early, send often, and stand out!

The takeaway here with holiday direct mail marketing is to be the first on customers mind. So send early and send often! Make sure when your customer sees your message throughout multiple channels that it’s consistent, includes special offers, conveys emotion, and also stands out. Making sure you touch on these main points is key to a successful holiday marketing campaign.

We’re here to help.

Whether you are current client or new to direct marketing, our marketing experts, experienced in your specific industry, will help you utilize these tips to create the perfect holiday direct mail marketing campaign.

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2021 Emerging Tech USPS Direct Mail Promotion and Incentive

2% USPS Postage Discount Promotion

2021 Emerging Tech USPS Promotion And Incentive

2% USPS Postage Discount Promotion
USPS logo
Spectrum Marketing Companies Logo

2% USPS Postage Discount Promotion

FOR DIRECT MAIL CAMPAIGNS USING EMERGING AND ADVANCED TECHNOLOGY

The US Postal Service continues to encourage the adoption of new technologies and implement systems that help the consumer connect from the physical world of direct mail to the digital environment. The objective is to continue to build on the powerful impact of direct mail but promote enhancements that increase its effectiveness and ROI as a marketing channel.
To further this effort, the USPS is running a unique promotion to encourage marketers to integrate “Emerging and Advanced Technologies” into their direct mail campaigns. Spectrum’s Spectrum Mail Plus service, when added to direct mail (details below), has been pre-qualified for this promotion. From March 1st to August 31, 2021, the USPS is offering a 2% discount on postage for any direct mail campaign using a qualifying technology like Spectrum Mail Plus. In addition, Spectrum Marketing Companies is adding a 2% discount on the rest of the campaign as an additional incentive.
Call your Spectrum representative to learn more and take advantage of this unique offer and enhance the results of your direct mail marketing campaign at the same time.

INCENTIVE PERIOD

March 1, 2021 – August 31, 2021 (Must mail during this time period)

USPS

2% OFF POSTAGE

PLUS

SPECTRUM

2% OFF THE REST!

DETAILS

USPS 2% DISCOUNT OFF POSTAGE

when mailing with a qualified “Advanced Postal Technology” which includes Spectrum Mail Plus during the incentive period.

SPECTRUM WILL EXTEND THE 2% DISCOUNT

to the rest of the campaign’s cost when you add Spectrum Mail Plus!

QUALIFIED FOR DISCOUNT

smp mailer dashboard
Spectrum MailPlus Direct Mail to Digital Logo

7 integrated digital technologies designed to target, attract, engage, and convert your best prospects.

Seamlessly integrated Direct Mail, Social Media, Mail Tracking, Online Follow-Up Ads and Call Tracking that maximize the impact of your marketing campaigns.
All monitored through a single client-side reporting dashboard!

DON’T MISS THIS GREAT OPPORTUNITY!

Add Spectrum Mail Plus And Save!

LOOKING FOR HIGH-RESPONSE DIGITALLY ENHANCED DIRECT MAIL? SPECTRUM CAN HELP.

The economy continues to open up. Now is a great time to take advantage of this great offer and reach out to your target audience with Spectrum Mail Plus, our digital enhancement to direct mail. It’s a cost-effective direct mail centric marketing program that integrates your mailing list with online ads for increased response. If you are looking to boost sales, promote products or services, or a sales event, then Spectrum Mail Plus can be particularly powerful. Contact us today to get started!
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Direct Mail Results Have Been Insane

Insane Marketing Results

Direct Mail Results Have Been “Insane”!

Business Recovery From Coronavirus Has Begun!

Insane Marketing Results

Are Post-Covid Business Re-Openings Successful?

There’s simply nothing better than asking a client about the results of their direct mail campaigns and having the response be, “It’s been INSANE!”. Not good, not great, or above average… Insane! This particular regional furniture retailer was sidelined like many others in their industry and unfortunately located within a state that was harder hit by Covid-19 and slower to re-open. This was the first major event and promotional effort since re-opening and anxiety was running high. Would the consumers in the local area be ready to respond? Were they prepared to go out into the market? Will they be willing to spend money when so many are facing financial hardships? All reasonable questions given the situation and even more important at this critical stage of getting the business back to its prior level of success. Well, the answer to all of these questions was a resounding YES!
Over the last few months as we’ve worked with our clients, many have struggled with decisions on re-opening timing, operating practices and when to re-start their marketing efforts. While many industries that weren’t as adversely impacted never stopped marketing, others chose to hold tight until they felt they could get a reasonable response rate and ROI on their investments.

Smashes 48-Year Record By Over 30%!

Another retailer had the following comments on their recent promotion…
“I just have to tell you, your promotions just keep on setting records for us. But this last one, “The Great American Comeback” has topped them all! This past Saturday we set an all-time record for a single day of sales which catapulted us into an all-time record for monthly sales! These are 48-year records that have not just been broken by a little, they were smashed by more than 30%!!! Business is strong and that was the perfect mailer for this time.”
-Furniture Retailer

Getting Out In Front Of Consumers

As of the last week, we’re excited to see almost every industry category we work with on a local, regional and national basis re-engaging their marketing efforts and experiencing fantastic results. The pent-up demand for everything from automotive purchases and furniture to personal services and your favorite fast food fix, have seemed to explode almost overnight.

Businesses That Are Getting Out In Front Of The Consumer Early, Presenting Compelling Offers And Re-Assuring The Public That They’ll Keep Them Safe While Conducting Business, Are Getting Well Rewarded.

With discretionary dollars usually spent on vacations and related travel, many consumers have been held back on typical purchases they might have made at this time of year. Those funds are now being redirected towards home improvement, motorcycles, furniture, cars and finally going back out to eat at their favorite establishments (even if it’s under a tent at a local restaurant that’s gotten creative with their balance of inside/outside seating).
So many business owners and managers have worked tremendously hard over the last few months to persevere through some of the most challenging times in history. The fight isn’t over yet but the tenacity, creativity and dedication to driving their businesses forward is exciting to see and be a part of.

Ready For Some Insane Marketing Results?

Contact us and speak with a marketing specialist in your industry today!
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GMCC Citizen of the Year Event

GMCC invitation and sigage

GMCC Citizen of the Year Concept and Custom Design Services

GMCC invitation and sigage

Shattering Expectations with Custom-designed Event Materials

We were excited to be asked to design and build the centerpieces for the Greater Manchester Chamber of Commerce’s Citizen of the Year event for 2018. Our custom design services can be leveraged by any company for amazing results and the GMCC event is no different. This year we wanted to focus on clearing the clutter from the table so that the whole table had a more cohesive design. We incorporated the table number into the centerpiece and made a complimentary piece for the Main Course sponsor.

Design Concepts and Prototypes

We wanted to do something that incorporated wood and acrylic, curves and angles, light and dark, so after we designed the initial invitation and had it approved with the fractured background and the graphic mountain range, we used that as a jumping off point.
GMCC COY invite mailer
Sketches for GMCC COY
After having settled on the main design we quickly got to work on building the centerpieces out of wood and acrylic using our laser machine to cut the pieces. One of the newest pieces of equipment in the shop is our Epilog Fusion M2 40 120 watt laser. Early on in this project, we decided to produce everything using just this one machine. The Epilog certainly got a workout in the weeks leading up to the Chamber event – this whole project took over 80 hours of machine time to etch and cut!
Laser machine
Glueing GMCC awards together
Installing LEDs for GMCC award
Assembling GMCC awards

Additional Signs and Graphics

Spectrum Signs & Graphics, in conjunction with Spectrum Marketing, was also asked to design, print, and set up the event signage, which, is shown in the pics below. Spectrum Marketing did the initial designs and then Print New Hampshire printed all of the signage for the event.
Maureen's banner GMCC Coy
Collage Word banner
Entrance signage for GMCC event
Registration Sign GMCC event
Cocktail Reception Sign GMCC Event
Photo Booth signage
manchester nh GMCC COY event table
GMCC speaker with banners in the background
We were honored to have been a part of 2018’s Greater Manchester Chamber of Commerce Citizen of the Year event honoring Maureen Beauregard.
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SEE THE FULL PROJECT ON SPECTRUM SIGNS

Equipment Spotlight: Bell+Howell Pinnacle Inserting System

Equipment Spotlight Pinnacle Printing
Equipment Spotlight Pinnacle Printing

Equipment Spotlight: Bell+Howell Pinnacle Inserting System

The Pinnacle inserting system has been added to an already extensive line of direct mail production equipment.
It offers one of the fastest methods of processing mail, while still maintaining mail job integrity. The system also provides detailed job statistics for use in mail job analysis, as well as the ability to save a set-up for future recall, and provides one of the highest ratios of throughput-to-cycling speed on the market.
Along with this new inserting technology, we have added a Lake Image Systems Discovery MultiScan 3 Way Match Verification System, which includes an integrated three camera system which captures a Data Matrix code and/or OCR-A fonts for matching up to two inserts with a pre-printed envelope.

Key Benefits:

  • Our Pinnacle Inserting system allows 100% automated match-integrity for up to three personalized inserts.
  • Data Matrix and OCRA font technology provides our clients jobs with clean, crisp print readability options for 100% match-integrity.
  • The Pinnacle Inserting system will allow for a wider range of add-on options and future expandability, meeting clients creative demands.
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Equipment Spotlight: Heidelberg Stahlfolder CH56 KT AUTO

Heidelburg Printer
Heidelburg Printer

Equipment Spotlight: Heidelberg Stahlfolder CH56 KT AUTO

Exceptional quality. Fast turn times. High, stable productivity. These are just a few of the benefits that have made Spectrum the go-to source for over 4,000 clients nationwide, and our latest addition will help us take that trend to the next level.
With technology and efficiency unmatched anywhere else in the industry, our new Heidelberg Stahlfolder helps Spectrum deliver on its promise of high-speed, quality, and cost-efficient printing equipment.
heidelburg stahlfolder
Clock
UP TO

30%

REDUCTION IN PRODUCTION SETUP TIME
sheets
UP TO

9,000

SHEET-PER-HOUR-PRODUCTION CAPACITY
money
OVER

90%

OVERALL DOWNTIME REDUCTION
mouse
ONLY

FOUR

CLICKS REQUIRED FOR COMPLETE SETUP
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