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How to plan your Christmas direct mail campaign.

It might feel a little early to start planning your Christmas direct mail campaign but there is Noel time to wait. There are many elements to consider and arrange to deliver a successful Christmas campaign that accomplishes your goals and delivers a great ROI. Our guide has everything covered from securing optimised delivery dates to taking advantage of incentives which we wouldn’t want you to miss.


Planning

Planning is the start of every marketing campaign. Choosing your campaign goals and objectives will determine everything that follows from design to targeting. Campaign goals and objectives are essentially what you want your campaign to do and deliver. From increased sales to informing customers about new products.

Typical campaign goals to consider:

  • Increase Sales

  • Grow market share

  • Drive website traffic

  • Product and brand consideration

  • Build Brand awareness and reach

  • Target new customers

  • Enter new markets internationally or locally

  • Enhance customer relationships

  • Improve international communications

  • Launch new products or services

  • Re-connect with lapsed customers

It is worth having a calendar to help plan when your campaign will be delivered, what if any additional marketing support will accompany your campaign and when. As well as further touch points.

Timing

It is no big secret that early to mid-November is the most optimised time for direct mail campaigns during the festive period. Depending on your campaign you will want to book ahead of time to ensure we can print and post to your deadline.

Ideally you should look to start conversations with EDWPS for your direct mail or leaflet distribution campaigns in August - September time. This will allow for production to be in October and delivery in November.

Additionally, you can start delving into your data highlighting your business typical shopping trends over the Christmas holiday. Analysing this data could allow you to drive footfall and traffic over your typically quieter times with incentives or offers.


Audience

Depending on your campaign goals will determine how you want to target and segment your data. To promote a new product or service, consider who it will appeal to. Is it gender based, location based, business type based, spending habit related, brand interaction based?

There are 4 bases of market segmentation: Demographic, psychographic, behavioural and Geographic. It is worthwhile considering what aspects of your data will help deliver your campaign goal. It might feel a little risky not mailing everyone in your database. However, putting the right message in front of the right people will deliver better results. It might mean you have multiple campaigns with different content that targets smaller specific audiences.

The quality of your data will determine how successful your campaign is. Ensuring you have clean data and even spending some money on improving your data will go a long way not just for your Christmas campaign but for future ones as well. We offer a free data health check to identify the quality of your data and what can be done to improve it further.

If you are looking to target new customers, you could use our data service Partially Addressed Mail to identify look-a-like customers who match your ideal customer profile.

Doormat appeal

Your campaign deserves to be opened so having an eye-catching envelope or paper wrap which is engaging, and intriguing will deliver a high open rate. Experiment with colour and copy, ensuring you communicate the benefits of looking inside to help achieve this.

Direct mail typically delivers a high response rate with “more than 92% of direct mail is opened and 48% of UK adults took action after receiving direct mail last year.[1]

Your campaign has this potential.

Example of what can be achieved with paper wrap.

Personalise

Personalisation is almost the normal with marketing today. We can use variable data to deliver a highly personalised campaign with variable images and content. It will make your customer feel valued on a personal level.

There are many ways you could personalise a campaign this Christmas such as:

  • Personalised URLs that can make the customer feel special by having an offer or discount code just for them.

  • From their postcode you could include opening times, address, contact detail and map of their local store.

  • Knowing their gender, you can send specific products or offers tailored more to them.

  • With their shopping history you can make informed assumptions. Such as mailing accessorises for an item they have bought in the past or gaining insight into their hobbies and interest.

  • Variable images that relate can really help communicate your tailored message. For example, for travel agency might tailor the cities featured depending on their interest.

Format

There are several ways you can deliver your message to your customers. Think about what your objectives are as to which format will help deliver the results. If you are looking to inform customers of new or specialised products perhaps a catalogue would be more fitting. Alternatively, if you are looking to build customer relationships and brand awareness a Christmas card thanking them for your loyal custom might be more suited.

  • Christmas Card – This can be very versatile for targeting different groups from those who are part of your loyalty scheme to lapsed customers. Thanking them for their custom to improve your relationship and include offers or discounts to help drive even more traffic and sales.

  • Christmas Catalogue – Ideal for mailing on the run up to Christmas whilst customers still have their Christmas budget for gifts and will be looking for seasonal products.

  • Christmas Brochure – A concise snapshot of your festive products and offers

  • Flyers – Great for sending out time sensitive offers and codes.

To kickstart your creative design here are our print specifications for a range of Direct Mail, leaflet distribution pieces as well as paper wrap specifications.

Multi-channel campaign

A fully integrated campaign which is supported both offline and online should help get your desired results. It will ensure your message and call to action is clear across all platforms, helping to reach your marketing goals and offer a unified customer experience.

Support your variable print mailing with a target social media campaign. Include a QR code that leads to a unique landing page to help with tracking and measuring. Follow up your print mailing with an email reminder to use the discount code before a certain date.

Stickability

Ensure your campaign has a purpose a reason to stay in the home or at the office. If your campaign can remain insight in the home, it increases your reach, awareness and will hopefully increase the chance of an action. It might even be seen by more than the intended recipient. Royal Mail[2] has reported that on average mail reaches 1.1 people per mailing with the longevity of 7.1 days in the home.

You could include a voucher or calendar for the following year adding repeat business and brand awareness. It will help grab their attention and deliver your message.

Achieving your ROI

To help achieve a greater ROI and maximising your marketing budget Eight Days a Week Print solutions has access to a range of postal incentives. Mail Made Easy ideal for those business’ who are new to Direct Mail and look to discover what it can add to your 2020 marketing. Open for Business incentive to help business recover with future postal credits on new mailings in 2020. Back to Business incentive from Citipost to help those mailing in volumes of 50,000+ by earning postal credits for future mailings.

We wish you a successful Christmas mailing campaign. If you are ready to start your mailing campaign today our expert team are on hand to help create an innovative campaign from print, mailing to posting. Get in touch now on 0115 939 9797 or email us at solutions@edwps.co.uk and ensure you don’t miss out on our incentives and ensure your campaign is scheduled in time.


[1] https://www.royalmail.com/business/insights/how-to-guides/building-a-business-case#:~:text=Direct%20mail%20improves%20mail%20order&text=Recipients%20notice%20them%3A%2090%25%20of,read%20catalogues%20sent%20to%20them.&text=Recipients%20act%20on%20them%3A%2070%25%20go%20online%20after%20receiving%20catalogues.&text=Recipients%20buy%20more%20often%3A%2070%25%2B%20increase%20in%20number%20of%20purchases.&text=Recipients%20spend%20more%3A%20%C2%A3110%20increase%20in%20online%20spending. [2] https://www.marketreach.co.uk/resources/performance

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