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As the holidays rapidly approach, retailers everywhere are seeking a competitive edge. If you’re on the search for techniques capable of making this holiday season your best yet, look no further! Below, we’ll give you all the details regarding the benefits of making mailing campaigns a staple of your holiday retail marketing strategy.
Direct Mail Allows You to Reach More Customers for Less
Falling into the trap of believing that digital marketing is all you need to succeed during the holidays is a common, yet costly mistake. The reality is that including direct mail into your holiday retail marketing efforts enables you to reduce your customer acquisition costs while connecting with your target audience. And reducing the amount of money you spend on customer acquisition, enables you to use those savings elsewhere in your business.
If you’re not sure about how much you’re spending on customer acquisition efforts, simply divide your sales and marketing costs by the amount of new customers gained during your campaign. By enabling marketers to send postcards to select areas for just $0.20 per piece, mailing campaigns are among the most effective methods for reducing your customer acquisition costs. And if design is one of your reservations about including direct mail in your holiday retail marketing efforts, GrowMail can help!
Make User Generated Content a Focal Point of Your Holiday Retail Marketing Strategy
Researching ratings and reviews is likely a key aspect of the buying process for much of your audience. That’s why including user generated content (UGC) is a must in your holiday retail marketing efforts. Here are a few ways you can leverage UGC in your campaigns:
- Star Ratings & Reviews:
Often enough, the search for customer feedback begins with Google star ratings and reviews. If you’ve got great reviews, showcasing them on your postcards is a must. That’s because allowing recipients to research your reviews on their own could result in them seeing a competitor’s reviews and shopping with them instead.
- Social Media Comments/Photos:
If you’re active on social media, there’s likely a slew of customers that are engaging with you. If they’re leaving comments or photos of how great your products are, show them off on your postcards! After all, considering how much competition there is during the holidays, you’ll need to pull out all the stops to convince your audience to shop with you instead of a competitor.
- Trust Badges:
If your brand has a great rating on sites like TrustPilot or Better Business Bureau, sharing it on your postcards can be more convincing than you might think. That’s especially true considering how many brands in your space may not be able to tout scores as high as yours. If you’re looking for a competitive edge this holiday season, this form of UGC could be just what you’re looking for.
Use Your Mailing Campaigns to Simplify The Purchasing Process
Don’t make the mistake of failing to trust your audience to take the next steps in the buying process on their own. To capitalize on interest recipients show towards your postcard, make it as easy as possible for them to complete a purchase. A few ways of doing that include:
- QR Codes:
Including a QR code on your mailer accomplishes two things. First it enables recipients to immediately navigate to your website to complete a purchase. Additionally, you’ll be able to see how much it resonated with your audience since you’ll receive a report informing you how many people scanned your code at the end of your campaign.
- Unique URLs:
Another way you can simplify the purchase process is to include a unique URL that takes recipients directly onto the page of a specific product. Including a link to a product that you reference on your postcard makes it so that all a recipient needs to do is enter their credit card info and click purchase. It doesn’t get much easier than that!
- Include Social Media Page Information:
In some cases, recipients may have questions that need to be answered prior to buying a product. In these situations, they may desire to ask someone from your brand directly about specific product details. By including your social media handles on your mailer, recipients can directly connect with you in case they have questions.
You Can Use Direct Mail to Creatively Showcase Your Product Offerings
This is the perfect time of year to diversify the marketing collateral you rely on. A few under-the-radar items to consider adding into your holiday retail marketing efforts include:
- Brochures:
Every Door Direct Mail (EDDM) campaigns enable you to get really creative with the types of mail you send. That’s because you can use this option to send brochures, or oversized postcards for less. This could be exactly what it takes to provide your audience with a full scope of the product selection you’re offering during the holidays.
- Postcards:
A well-designed postcard has the potential to convert more leads than you might think. That’s especially true considering the fact that GrowMail enables marketers to leverage targeting software that enables them to send postcards to recipients based on a wide variety of characteristics. This makes getting your message in front of leads that fit your ideal customer profile a breeze.
- Additional Printed Products to Consider:
One of the best ways to separate yourself from the pack is to include items that aren’t frequently used. For instance, providing sell sheets at your register with details about your holiday promotions could entice visitors to return for an additional last-minute purchase. Or perhaps you could print flyers and share them at a local chamber of commerce meeting or at a local holiday tree-lighting event. Getting creative with the marketing materials you leverage could be exactly how you end your year on the right note.
Begin Integrating Direct Mail Into Your Holiday Retail Marketing Strategy Today With GrowMail!
Black Friday is just weeks away. Don’t wait until it’s too late to begin leveraging these proven strategies for your holiday mailing campaigns. To begin leveraging these proven holiday retail marketing strategies, schedule a free consultation with a GrowMail marketing consultant today. Our team of friendly, knowledgeable marketing specialists is eager to help you embark on your next campaign.