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The most important time of the year is just around the corner. From Black Friday and Cyber Monday to the entire Christmas season, the coming weeks will play a crucial role in the success of your entire business year.
For marketers, this means: The time to act is now. If you don’t start planning your strategies for the seasonal peaks, you risk getting lost in the crowd. In this phase, one channel often misunderstood as outdated can make all the difference: Direct mail.
Find out here why you can’t afford to postpone your direct mail planning for the holidays any longer and how you can unleash an invisible weapon in your marketing mix.
Why the Clock Is Ticking: The Most Important Seasonal Peaks
The coming months are a marathon for every marketer. You have to be ready not just for one, but for a whole series of peaks, each with its own logic and momentum:
- Black Friday & Cyber Week: These days are the starting signal for major holiday shopping. It’s all about speed, attractive deals, and cutting through the digital noise.
- Christmas & The Holiday Season: This is an emotional time when customers are searching for the perfect gift. Here, it's not just about the price, but also the story a product tells. The customer journey is longer and often shaped by inspiration and personal considerations.
- End of the Year: Many companies use the last days of the year for thank-you promotions, exclusive offers for loyal customers, or vouchers for the new year.
During this period, there is intense competition for customer attention. Email inboxes are overflowing, social media feeds are saturated with ads, and online banners promote your competitors. This is precisely where direct mail comes in.
Direct Mail: Your Secret Weapon for the Peak Season
While digital channels fight for customer attention, a physical mailing offers crucial advantages that are especially effective during this cluttered time:
- Unmatched Visibility: Unlike emails that can quickly disappear into a spam folder, a physical mailing lands directly in the mailbox. It is touched, noticed, and creates a moment of exclusivity. This tangibility leaves a lasting impression and ensures your message is seen.
- Compelling Personalization: Direct mail allows for personalization that goes far beyond just a first name. By integrating data from your CRM, you can create highly relevant offers—such as personalized product recommendations for the holidays or exclusive Black Friday discounts based on past purchase behavior.
- The Power of the “Incentive”: A printed voucher or QR code has a higher redemption rate than its digital counterparts. A physical incentive feels more valuable and increases the likelihood of a conversion.
To learn how direct mail boosts conversion rates and perfectly complements digital channels, you can read our detailed blog post: Outdated & Ineffective? On the Contrary: How to Boost Your Conversion Rates with Direct Mail.
Why Planning Must Start Now: The Logic Behind the Push
It might seem early, but for a successful direct mail campaign for Black Friday and Christmas, today is the perfect time to start planning.
- Concept & Design: An impactful campaign requires time for ideation, design, and approval. It’s not just about a product, but about a story and a visual experience.
- Data & Segmentation: You should define customer segments and set up the automation that ensures the right mailings are sent to the right recipients at the right time.
- Printing & Logistics: Print shops have a full schedule during peak season. Early planning secures your capacity and avoids delays that can be fatal.
Our tip: Start planning now to have a buffer for any unexpected adjustments.
How to Achieve More Conversions by Integrating with Other Channels
Direct mail is not a solo player. Its true potential is unleashed when it works together with your digital channels.
- The Kick-off: Launch a Black Friday campaign with an exclusive direct mailing that includes an early-access code.
- The Follow-up: Send an automated email series that refers to the mailing campaign. Customers who have already held the mailing in their hands feel a sense of connection and see a consistent message.
- Reactivation: Use direct mail to reactivate inactive customers who no longer respond to digital offers. A physical "we miss you" mailing with an attractive incentive can work wonders.
Conclusion: Direct Mail Automation Is Your Navigator for the Peak Season
The time for big campaigns is when strategy and timing are everything. While many marketers focus solely on crowded digital channels, you have the opportunity to stand out with direct mail.
Let our experts advise you and secure a decisive advantage for the most important months of the year. Our Customer Success team knows the best practices, understands what works best, and helps you get your campaigns on the right track in time.
Don't hesitate—your competitors aren't sleeping. Contact us today to start your end-of-year strategy.
Interested? Then get in touch with your Customer Success Manager or use our contact form here.
