Direct Mail Marketing Strategies for Black Friday Promotions

Direct Mail Marketing Strategies for Black Friday Promotions

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. In 2017, from Thanksgiving Day to Cyber Monday, more than 174 million Americans went shopping. The average person spends $335.47 with 75% of that going towards gifts. According to the National Retail Federation (NRF), 2017’s Holiday retail sales increased 5.5% to $691.9 billion!*

In 2018, the expected Holiday sales projections are set to increase by another 3.8%. 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.

One of the Biggest Shopping Days of the Year

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.**

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.

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.

* National Retail Federation
** ROMAX

Impact of Coupons on Consumers

How Coupons Affect Consumers Purchasing Decisions

The Impact of Coupons on Consumers

Use Coupons While Developing Your Direct Mail Marketing Strategy

Coupons play a major role in helping consumers decide where they are going to purchase from. Coupons are a valuable tool for retaining existing customers and asking past customers to give your company another try. You can tailor your direct marketing offers to consumer behavior for the biggest impact. Look at the stats below from various sources to see how coupons affect purchasing behavior, how consumers are looking for coupons, where they’re getting their coupons from, and how much is spent on direct mail marketing.

Coupons are a great way to encourage new customers to give your company a try and to ask existing customers to return. Crafting the right offer so that you’re giving the customer something of value and also not putting yourself at a disadvantage is key to your marketing strategy. Creating eye-catching graphics and making your coupons easy to read and understand is also an important factor. Let Spectrum Marketing help you with your direct mail marketing offers and your graphic design.

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Direct Mail Response Rates for 2016

Direct Mail Response Rates Rose Significantly in 2018

Direct mail still remains one of the most effective ways to market to your consumers due to its ability to create a lasting impression on consumers and return a high value for businesses.

There was significant growth in direct mail response rates from 2017 to 2018! House rates rose to 9% (3.9% increase) while prospect response rates rose to 5% (2.1% increase). This is the highest number for house lists since the report started.

With email and social media marketing on the rise, consumers have become exposed to hundreds of advertisements on a daily basis, some more intrusive than others. In doing so, consumers have become numb to digital media advertising and have even taken measures to remove the ads from their reach. Coincidentally, even as email continues to be the most used tool for advertising, it is hardly the most effective with a 1% response rate by prospect list (a 0.8% increase from 2017).

The difference we’re seeing in email marketing compared to direct mail marketing is that the ROI numbers for email marketing are high, but, that’s only due to its incredibly low cost.

Quantitatively email marketing is great, however, quality engagements and customer acquisitions come from direct mail.

Ignoring direct mail is more difficult than ignoring email.

Direct mail shines among consumers as your physical mailbox now harbors unique and effective pieces that catch the eye. It is much easier to breeze through your email account, or ignore large numbers of emails in your cluttered inbox. There is something special about holding a eye-catching creative mail piece in your hand and experiencing the special offer as it was meant to be.

Direct mail response rates are growing faster than other media.

Online display, email, and social media response rates have all rose as well though not as much, which, stands to reason that direct mail still has strong pulling power for business in attracting new customers while also keeping long-term customers coming back.

Looking to increase response rates for your company?

If your company is interested in increasing your campaign response rates, Spectrum has the proven strategies and solutions to get you there. If you are interested in increased ROI, deliverable brand awareness, and most importantly better marketing RESULTS; consider direct mail from Spectrum as your one-way ticket to more successful advertising campaigns.

Direct Mail Response Rate Continued From Blog

Direct Mail’s Explosive Growth

Top 7 Reasons Why Direct Mail Wins More Customers

*All relevant data has been pulled from this year’s 2018 Direct Marketing Association response rate report, publishing important data regarding direct mail relative to digital channels. (Source: ANA/DMA Response Rate Report 2018)

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