Direct Mail Marketing Strategies & Statistics for Black Friday Promotions

Are you ready? Black Friday is coming.

Direct Mail Marketing Strategies for Black Friday Promotions

Are you ready? Black Friday is coming.

One of the Biggest Shopping Days of the Year

The day after Thanksgiving, also known as Black Friday, kicks off one of the biggest shopping days of the holiday season. 

 

Between the coronavirus, increased adoption in online shopping, supply chain woes and several retail giants choosing to remain closed on Thanksgiving, retailers didn’t know what to expect during the five major online shopping days between Thanksgiving and Cyber Monday. While the Cyber 5 period looked much different than previous years, thankfully, that didn’t put a damper on spending. According to Adobe Analytics, online sales totaled a record $34.36 billion, up from $28.49 billion for the same period in 2019. ***

November and December make up 20% to 40% of annual sales for small to medium-sized businesses so make sure you are optimizing your ad spend. If you choose not to run a cohesive Black Friday direct mail marketing campaign, you could miss a large percentage of annual sales.

Put Your Best Offers in Customers Hands!

Create Even More Impact with One of Spectrum’s Eye-Catching Black Friday Direct Mail Solutions!

Deliver your Black Friday direct mail campaign before the competition so it stands out from the crowd.  Leverage one of Spectrum’s unique direct mail formats that include multiple sizes, folds, die-cuts and more to capture your audience’s attention. Of people who received a direct mail campaign, 87% were influenced to make a purchase.**
Black Friday promotional direct mail marketing

Leverage Spectrum’s Cross-Media Direct Marketing Solutions to Lift Your Campaign’s Response!

While consumers are opening their direct mail this November, make sure you’re integrating your Black Friday direct mail campaign with digital strategies. Extending your campaign to email, social media and/or IP targeted web banner ads has potential for increased response, engagement, and ultimately more sales.  Some companies think they can rely on only digital or email advertising.
Consumers start to feel overwhelmed by the sheer volume of emails they receive on Black Friday. As a result, a little over half of the emails (51%) were deleted within two seconds. The other half are viewed and certainly can be effective – and Spectrum offers the following solutions for extending your direct mail campaigns to digital. It’s important to try and make multiple impressions across all channels for your campaign. After all, multiple touches yield greater RESULTS.
  • Spectrum MailPlus Direct to Digital Solutions: Increase marketing response 23-46% with direct mail to digital omni-channel advertising
  • Email Marketing: Our designers will convert your Black Friday direct mail piece to a responsive email that will capture the attention it deserves.
  • IP Targeting/Banner Ads: Target Black Friday customers and prospects before, during, and even after your Black Friday direct mail campaign drops. Direct them to your website or landing page and present your offer(s).
  • Social Media Advertising: Gain even more traction by engaging with your target audience on Facebook and Twitter.
Spectrum MailPlus for Black Friday Omni-channel solution

Start Planning Your Black Friday Promotion Today

Don’t hesitate! Let’s plan your direct mail campaign now to ensure your campaign hits at just the right time this November. Contact Spectrum to learn more about our award-winning creative services and proven direct mail products so your campaign stands out from the crowd.
LEARN MORE
CONTACT US

* National Retail Federation
** ROMAX
*** Radial 

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.
GET STARTED
SEE THE FULL PROJECT ON SPECTRUM SIGNS

Cover All of Your Bases

Cover All of Your Bases

Cover All of Your Bases

Cover All of Your Bases

Generate Better Results With Cross-Channel Marketing

Using the high response generated by direct mail and combining it with additional media formats provides a marketing approach with superior performance. A blended approach allows for the strengths of each media format to offset any potential weaknesses of others to drive better results.
We all know that direct mail is the cornerstone of any cross-channel marketing experience for B2C companies and remains a healthy channel to drive engagement, but how can you effectively distribute a consistent message to other channels and drive increased results?
Modern direct marketing can use sophisticated customer behavioral and demographic data and can be personalized based on purchases and other behaviors. To further enhance performance, direct mail campaigns can have additional digital components added to boost response rates and enhance various aspects of the program.

Super-Charge Your Direct Mail With:

  • IP Targeted Web Display Ads – We can serve web banner ads to the same recipients of your direct mail program before and during the promotional window to improve overall campaign lift. Learn more
  • Targeted Email Marketing – Target the same local market with saturation email or append your customer or acquisition files with email addresses to add frequency to the message you’re delivering. Learn more
  • Spectrum Mail Plus – Combine physical direct mail with omni-channel digital marketing. Utilize up to 11 technologies to reach the right prospects and crete multiple touches with your marketing message. Learn more
Media Format
Direct Mail
Email
IP Targeting
In-Store Signage
Multi-Channel
High Response Rate
X
X
Can Be Targeted
X
X
X
X
Not Easily Blocked
X
X
X
High Visual Impact
X
X
X
“Sticky”
X
X
High Household Penetration Level
X
X
Brand Reinforcement
X
X
X
X
X
Supports Variable Data
X
X
X
Consistent Experience by Recipient
X
X
X
Low Cost per Impression
X
X
X
Influence of Point-of-Purchase
X
X
Capable of Delivering Frequency
X
X
X
Linked Directly to Online
X
X
X
Can Time Delivery to the Day
X
X
Since consistency in messaging is really what makes cross-channel marketing a successful strategy, Spectrum has several technologies designed to make this possible from one source – keeping your effort of execution to a minimum while we control the deployment process.
Depending on the length and type of campaign, our award-winning design team will create a killer direct mailer and any additional digital assets you may need including responsive email design, web banner ads, landing pages, and social media post images. We also deliver campaign results for each channel to help you understand the overall response and to craft follow up or additional promotions.
Spectrum offers multiple ways to integrate your message into additional channels, effectively boosting your promotional marketing campaign before, during, and after your mailer hits home.
Speak to your Spectrum representative about developing a cross-channel experience to cover all the bases you can and make your next promotional campaign a home run!
GET STARTED
CONTACT US

Direct Mail with IP Targeted Web Banner Ads Promotional Campaigns

Online Banner ad spec

Direct Mail + Web Banner Ads Promotional Campaigns

Online Banner ad spec

Boost Your Direct Mail Campaigns With IP Targeted Ads

Imagine being able to target an audience that’s interested in your message with one cross-media marketing campaign. Utilizing our direct mail + IP targeted web banner ads solution, Spectrum will help you advertise to highly-targeted customers and prospects with both physical direct mail marketing and digital online advertisements to lift campaigns with more impressions.

How It Works

You provide Spectrum Marketing with a list of names, addresses and zip codes your sending the direct mail piece to. Addresses are run through an IP mapping system where the IP addresses are matched with physical addresses at a rate of, typically, 50-70% of the list size. Once complete, web banner ads designed with coordinated creative are served online using the IP address as the entry and direct them to your website or landing page.
Web Display banner Ads

Cookie-Based Retargeting Or IP Address Targeting. Which Works Better?

While cookie-based retargeting can be timely, there are many downsides including visitors who may clear their browser history; the cookies are deleted, as well as all retargeting efforts on that particular person. Cookie files also help companies collect personal data, including keyboard behavior, site history, and current location.
Meanwhile, IP Targeting is less intrusive than traditional cookies. Using verified, offline data to reduce and/or eliminate non-human bot traffic, your company will get recognized and receive more quality leads. IP Targeting also meets HIPAA compliancy.
IP Targeting takes the approach of traditional direct mail and matches postal addresses of businesses and homes to IP addresses. It works much like a postal worker delivering personal messages to your laptop and allows businesses to enable one-to-one marketing with clear precision.
Cookie-Based Retargeting IP Targeting
Cookies are gone once deleted Static IPs, capturing new IPs
Cannot verify person Real people by name and address
Predictive data Verified data
Non-human Humans
Quantity Quality

The Future is One-to-One Marketing

With IP Targeting, you will find highly-targeted customers and prospects who will likely be receptive to your message. New and unique ways companies are applying IP Targeting are happening all the time; it makes marketing efforts more efficient.
Home Icon

Who Can Benefit from Direct Mail Plus IP Targeted Advertising?

  • Furniture Retailers
  • Politicians
  • Non-Profit Companies
  • Auto Service Companies
  • Healthcare Facilities
  • Motorcycle Dealerships
  • Restaurants
  • Universities, Colleges, and Training Schools
  • Lawn Care Professionals
  • Hardware Stores
  • Jewelry Retailers
  • Hair Salons and Barber Shops
  • Realtors
CONTACT US

In Their Own Words Golf Course Lawns

golf course lawn success story and testimonial

In Their Own Words: Golf Course Lawns

golf course lawn success story and testimonial

Direct Mail Program Success Testimonial

“The first time we used Direct Marketing with Spectrum, our first customer more than paid for the cost of the ad.

In the next few months, we had fifty new clients! We are continuing to use Spectrum to grow our business. They do everything they can do to satisfy our needs.

I would recommend Spectrum to anyone who wants their business to succeed.”

Fred Cheney,
Owner, Golf Course Lawns
Golf Course Direct Mail piece
GET STARTED
CONTACT US