Summer is on its way out the
door, so you have a plan for holiday season, right? “But, it’s only September?!”
you might be saying. Correction – it’s already
September. Mid-way through September, might we add, and that means that if
you haven’t started planning for your holiday mailers yet, you need to stop puttering around on blogs
and get going already! Here’s a little nudge to get you going on the right
path:
Aim to Send in Early to Mid-November. You want to get the attention
of prospects early, before their mailboxes are overflowing with direct mailers
– at which point most of those well-planned pieces will go straight from
mailbox to trash bin, never having been seen. Begin prep work on your holiday
pieces now, so that you can be sure they are clean, neat and finished by
November. Be sure to contact your direct mail company early in the process to set deadlines and goals.
Be Jolly. You may be thinking Football season and bonfires now, but
mentally fast forward to Thanksgiving as you prepare your piece. The holiday
season is supposed to have a warm, festive feel so make sure your piece
reflects that. Add something fun and interesting to your mailer, or an incredible offer, to standout among all the other shiny glittering offers in the mail box. It is the
season of cheer, so give your prospects something to be cheerful about!
Create, Send, Repeat. Repetition is key during the holiday season.
Shoppers and customers are busy and distracted with the chaos of the season, so
you have to give them a gentle reminder every now and then. If you’re first
mailer goes out early, you’ll have plenty of time to send multiple rounds
without pestering your prospects.
Befriend the Internet. Using direct mail to drive online traffic is
a tried and true effective marketing technique. Be sure to include information
about your online presence on your mailer. That way, you’re not only targeting
the traditional brick and mortar shoppers, but the internet-savvy demographic,
as well. Boom. That’s what we call the DM one-two punch.
How have you started planning for
the holidays? Tell us in the comments!
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