Christmas and New Year 2024 are just around the corner, and if you haven’t already started to plan your festive direct mail campaigns then time is of the essence! Here at ADM, only a very limited number of pre-Christmas mailing slots are available, meaning that our clients are having to act fast to create their Christmas and New Year mailouts in time. But why focus on direct mail this festive season? Direct mail has proven to be one of the most effective forms of marketing – with a 60% response rate and a median ROI of 29%, it’s no surprise that brands and businesses are focusing their marketing budget towards direct mail this festive season. Stuck for ideas for your next direct mail campaign? Fear not – here are 10 ideas to transform your Christmas direct mail into something that your customers will love.
1. Advent calendars
Advent calendars are staples in British household in December – whether you indulge in a 12 days of Christmas calendar, or a 24 day calendar to count down to the big day, advent calendars drum up excitement for the festive season. Give your customers a hint of this festive cheer by sending them direct mail containing a new deal every day in the run up to Christmas! Not only does this take on the classic advent calendar encourage your customers to engage with your brand, but the nature of time-sensitive daily deals could be the final nudge your customers need to make a purchase. Bonus points if you distribute direct mail that has actual openable ‘windows’ to reveal your deals!
2. The charitable gift of giving
As exciting as Christmas can be for consumers, the essence of the Christian tradition focuses on giving as opposed to receiving. This is why there is a 5% uptick in charitable donations by UK families in the run up to Christmas, and why charities and nonprofit organisations should pay particular attention to their direct mail campaigns in December and the New Year. There’s also a real movement towards gifting charitable donations, as we all know that “person who has everything” and charitable donations are an ideal way to give a gift that really means something without buying yet another pair of socks!
Charities are encouraged to distribute direct mail appeals during the festive season, with a particular focus on the ways donations have positively impacted the lives of those in need. Show your loyal donors just how impactful their funds have been, and demonstrate to prospective donors how far just a small amount of money can go in creating significant change.
3. Christmas cards
Christmas cards are a fantastic way to show your appreciation for family, friends, colleagues and neighbours – and customers! Sending a festive greeting to your most loyal customers that they can display on their mantlepiece or throughout their home doesn’t just act as a display of sincere appreciation for those that support your business – it also increases the chances of your direct mail staying in their home for longer. Whip up an aesthetically pleasing card design, write a heartfelt greeting, and don’t forget to utilise personalisation services for that extra special touch.
4. The gift of an exclusive deal
Christmas can be an expensive time for those across the UK – from purchasing gifts, to organising festive gatherings, and preparing for the all-important Christmas dinner. With 40% of Brits not having a financial plan in place to afford the cost of Christmas, a coupon or two can go a long way – which is precisely why your brand should be sending coupons with your next direct mail campaign. For extra urgency, make your coupons time-sensitive to incentivise your customers to purchase from your brand before the festive season has ended.
5. A show of appreciation
If you want to go above and beyond issuing coupons, why not send a seasonal gift? Many companies will send a simple candy cane or gingerbread man to usher in the festive season. However, it may be a better idea to send your customers a sample from your product range – how about a festive variant of a classic product, or a sample from an unreleased product launch? If you really believe that your product speaks for itself, sending out a sample version to your customers this festive season may be the nudge they need to place an order.
6. A look at the year ahead
Got big plans for the year ahead? Let your customers know with your festive direct mail! Give them sneak peeks into your upcoming product launches, plans for growth, and new initiatives to get your customers excited for 2024. Remember – not all direct mail needs to be about securing an immediate sale. Some of the best direct mail campaigns keep your brand in your customer’s mind and encourage their loyalty in the long-run.
7. A personalised thank you
Oftentimes, brands and businesses can be faceless corporate entities that do not always appeal to their customers. Nowadays, customers want to know who they’re buying from – they want to understand a brand’s morals and values, and will spend their money supporting businesses whose ideals align with their own. This is why it is important to show the human face of your brand this festive season: show off your staff preparing for the Christmas rush, showcase the origins of your brand and how far you’ve come since last Christmas, and demonstrate your dedication to social and environmental causes. This can encourage your customers to shop with your brand this festive season as opposed to with your competitors.
8. Multifunctional mail
We know direct mail stays in the house for 4 weeks on average – why not make your mail take pride of place in your customer’s home? Have your direct mail double up as a handy Christmas decoration or tree ornament that your customers can look at every day. This serves as a daily reminder of your brand, charity or organisation throughout the festive period, and this increase in brand visibility could help you secure more sales or donations.
9. 2024 items
Desk calendars, notepads, pens… all of these items usually get distributed by businesses in December to keep their brand in the forefront of their consumer’s minds as the new year approaches. Don’t get left behind – send some of these items to your customers in the run up to New Year to earn your spot on their desk or in their stationary drawer for the year ahead. This form of direct mail will make your brand visible each and every time your customer uses your branded item, and the more useful your item is, the greater the chances of repeat viewing in the new year and beyond.
10. Festive gift guides
Show that your products make the perfect festive gift by creating and sending out gift guide brochures and catalogues! Gift guides are created by brands across the globe, and distributed in both brick and mortar stores and via direct mail – and for good reason. These festive guides bring together all of the information a customer needs on your seasonal product range, helping them to curate their own list of gifts to buy and to request from their loved ones. Bonus points if you add in a few coupons for unmissable deals that make your business the go-to destination this festive season.
Let ADM Bring Your Festive Direct Mail To Life!
At ADM, we don’t just make your direct mail vision a reality – we do so much more. With access to the best print, personalisation and postage, we can help you create your best direct mail campaign yet, and at a fraction of the cost.
Want us to help you with your next direct mail campaign? Time is ticking, with only a limited number of pre-Christmas mailing slots left! Thinking of planning for New Year, too? Remember, our offices will be closing from December 22nd to January 2nd, so be sure to act fast to secure your direct mail slot in time for the festive season!
Kickstart your journey with ADM this festive season by getting in touch via the form below:
