Christmas is the vital time for retail sales so your marketing strategy at this time has to work hard to stand out, elevate you above your competitors and deliver sales. Customers tend to have specific Christmas shopping planned – for presents, food and leisure activities – and retailers want to be putting the best offers in front of their customers to secure that spend.

Given that many retailers use Direct Mail and Door Drops to engage customers and drive sales, we wanted to help by looking at what customers do with their Christmas mail and how to help make it stand out. With these ideas, you can make sure your mail is getting the attention, engagement and response it deserves.

Christmas Mail is kept in the home

Using JICMAIL data, we can see that customers are keeping mail in the home even longer than the previous Christmas period. Chart 1 shows that retail and online direct mail is kept in the home for 8.48 days on average1.

Chart 1 – Retail / Online Direct Mail and Door Drops – Time spent in the home for Christmas 2018 / 2019

Mail stands out – even at this busy time of year

There are a plethora of messaging at Christmas time – from highly anticipated TV adverts to offers on email and social media. Yet mail is interacted with even more at this time of year. Chart 2 shows that people open and read their Direct Mail more than the average for the previous 24 months, at 85% and 70% respectively2.

Chart 2 – Physical Actions taken with Direct Mail – Christmas 2019 v previous 24 months

Customers use mail to go online, go instore and make purchases

At Christmas 2019, 14% of recipients of Supermarket Direct Mail drove customers to make a purchase, against 11% for all mail items for the previous 24 months, and 7% recorded planning a large purchase, against 4%3.

Chart 3 – Commercial Actions taken with Supermarket Direct Mail – Christmas 2019 v previous 24 months

5 innovative ways to stand out at Christmas using mail

Using mail is an essential part of your Christmas campaign but how can you ensure you stand out in this crowded market? With our extensive experience, we’ve suggested 5 exciting ways you can make sure your customers open, read, keep and respond to your mail.

  1. Use glitter

Christmas means sparkles. Delight your customers with our glitter varnish that will show your customers you’re in the festive spirit and get them in the mood for a Christmas to remember.

  1. Use a scent

Nothing says Christmas more than cinnamon – use an evocative scent so when customers open your mail, they know that Christmas is here.

  1. Use metallic ink

Highlight your products and offers with using silver or gold ink. Make your customers feel they’ve received an exclusive, personal offer to enhance their festive experience.

  1. Use embossing

A clever way to make a logo or offer stand out is to emboss the design. Mail is tactile and this increases the great way it feels to customers. You can also use embossing as a security feature.

  1. Use sampling

Customers may be keen to try your product but reluctant to commit to a full-sized purchase. Use sampling to send them a small amount to try. You could include a voucher so if they like the sample, they are encouraged to purchase the product.

These ideas and more are showcased in video and animation on Creative Formats. Get in touch with us now to let us help make sure your Christmas is one to remember.

Call us on 01132 311 113

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1 Source:  JICMAIL ITEM DATA Q22017 – Q42019   n= 133627 all items, Mail items database 69600 items,  Retail n=16199, Online Retail=10557, Retail and Online Retail and Xmas 2019=2961, Xmas 2019 DM=2198, Xmas 2019 Door Drops=530

2 Source:  JICMAIL ITEM DATA Q22017 – Q42019   n= 133627 all items, SM ITEMS n = 9213, SM ADDRESSED MAIL n = 4416, SM DOOR DROPS n = 4313

3 Source:  JICMAIL ITEM DATA Q22017 – Q42019   n= 133627 all items, SM ITEMS n = 9213, SM ADDRESSED MAIL n = 4416, SM DOOR DROPS n = 4313

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