Email inboxes are stuffed with subject lines full of trees and gift emojis. Digital ads are everywhere, competing for the same few seconds of attention. That’s why direct mail still works. It’s different. It’s tangible. It feels personal in a way digital often doesn’t.
But with so much seasonal noise, how do you make sure your mailer doesn’t end up buried under a pile of catalogs and credit card offers?
Here are five tried-and-true tips to help make your holiday direct mail campaign a success:
1. Make Your Design Festive and Functional
First impressions will always matter—but especially so if you want your mailer to stand out, and maybe even earn a place on the fridge.
A festive, eye-catching design can make all the difference between getting noticed and getting tossed. Think beyond red and green, use:
- bold, contrasting colors
- include playful typography
- seasonal imagery that evokes warmth and nostalgia
Snowflakes, twinkle lights, fireplaces, wrapping paper textures—these all work, as long as they don’t overpower the message.
Your design should guide people straight to the important stuff: the offer, the call-to-action, and how to redeem it.
Design tricks that go a long way:
- Use high-quality paper or finishes (like foil stamping or embossing).
- Consider die-cut shapes (maybe ornaments or snow globes) to stand out in the stack.
- Keep your layout uncluttered—especially if you’re including a QR code or coupon.
Make your mailer feel like a gift in itself.
2. Include Exclusive Holiday Offers
What brings more holiday spirit than a promotion? Especially with tight budgets and long shopping lists.
People are shopping for gifts, planning gatherings, and looking for deals. Give them a reason to choose you.
By creating a seasonal discount code or limited-time offer, you can drive urgency and increase conversions. Better yet, pair it with a QR code that links directly to a holiday landing page—making it easy for recipients to act immediately.
Offer Ideas:
- Early access to your holiday collection, give it a VIP feel- for your loyal customers.
- “12 Days of Deals” – when I had a boutique this was such a fun promo.
- Free shipping and/or gift wrapping.
- Buy-one-get-one festive bundles.
- Fa La La Fridays – with a new promo to start the weekends in December.
3. Make It Merry and Meaningful with Personalization
With variable data printing, you can tailor each mailer to the individual—whether it’s using their name, location, or even referencing past purchases.
A message like “Rudolph, your cozy holiday picks are waiting!” feels far more inviting than a generic “Dear Mr. Reindeer.”
Personalization is a proven way to boost engagement. Did you know:
- 96% of consumers are more likely to buy from brands that provide personalized messages.
- 81% of consumers ignore irrelevant marketing messages, making personalization a necessity, not a luxury.
- 77% of consumers are influenced by relevant product recommendations.
- Companies excelling in personalization may achieve revenue growth rates 40% higher than their peers.
People are way more likely to respond when they feel seen and valued.
Santa’s always watching may work for him, but marketers walk a fine line between creepy and relevant.
Here are some ways you can personalize:
- Use first names in headlines or greetings
- Reference local weather or events (“Stay warm in Chicago!”)
- Suggest products based on previous purchases
- Tailor offers to customer segments (e.g., VIPs vs. first-time buyers)
Even the small details can make a big impact. It’s about creating a moment of connection in the midst of holiday chaos—one that feels thoughtful, relevant, and right on time.
Which brings us to…
4. Time It Just Right
Timing is everything during the holidays. Send your mail too early, and it might get forgotten. Too late, and you risk missing the shopping window.
Aim to have your mail arrive just ahead of key shopping weekends—like Black Friday, Small Business Saturday, or the final shipping cutoff before Christmas. These are the moments when people are actively looking to buy.
Holiday Timing Tips:
- Work backward from your desired delivery date, factoring in production and postal lead times.
- Consider staggered sends for different regions to account for shipping variability.
- Think about your audience’s habits. Are they early planners or last-minute shoppers? Tailor your send dates accordingly.
Lastly, you can consider timing when it comes to your discount codes and promos- include a “valid through” date to create urgency and help recipients prioritize your offer.
5. Reinforce with Digital Touchpoints
Direct mail shouldn’t be working alone; it performs best when it’s part of a coordinated campaign across channels.
Research shows that direct mail enhances multichannel campaigns, driving 118% higher response rates when paired with digital media and increasing website visits by 77%. Consumers spend 30% longer on social media ads after being primed by mail.
Consider pairing your mailer with email reminders, social media posts, and digital ads to create a seamless experience. This not only reinforces your message but also increases the chances of conversion.
Some multichannel ideas to try:
- Send a teaser email before the mailer arrives (“Watch your mailbox for a holiday surprise!”)
- Retarget mail recipients with matching festive ads on Facebook or Instagram
- Use your mailer’s QR code to drive traffic to a holiday microsite
- Share behind-the-scenes content on social to build excitement
The goal is to meet your audience wherever they are—online, offline, and everywhere in between.
Wrapping It All Up
Holiday direct mail is an opportunity to delight, connect, and drive meaningful engagement.
When done thoughtfully, it can cut through the noise and business that comes with the merriest time of year- and create lasting impressions.
So this season, don’t just send mail… send magic!
Get Started
To discover how Welcome Wagon helps new families connect with businesses like yours- right as they move in. Call us at (800) 77-WELCOME or visit us at www.welcomewagon.com.
