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October 10, 2022



BEST HOLIDAY DIRECT MAIL CAMPAIGNS

by 
Stephanie Donelson


It’s the most spooktacular time of the year right now, which means the winter
holidays are just around the corner. Today we’re featuring festive examples of
direct mail campaigns that bring cheer and deliver results, so fire up some hot
chocolate and get ready to be inspired.  

Last month we took a closer look at letter-based campaigns to identify why those
campaigns are high performers based on their design elements, copywriting,
personalization, and CTAs; and in this month’s breakdown of our best-of direct
mail collection we’re analyzing what elements make these holiday campaigns a
success. 


HAVE A HOLLY, JOLLY DIRECT MAIL CAMPAIGN

We expect a rise in marketing campaigns around the holiday season but these
campaigns still need to be well-coordinated and planned out. Just because people
are in shopping mode doesn’t mean they’ll act on every ad or marketing message
they see.

Let’s examine three brands that are sending effective holiday direct mail
campaigns.





BATH & BODY WORKS

We can practically smell this mailer through the internet! This piece from Bath
& Body Works has the holidays written all over it, both figuratively and
literally. The elements making this mailer work include:

 * Offer: This mailer has three offers on it but they don’t distract from each
   other. You can see the free gift offer and then two additional offers inside
   - compelling people to open the mail to find out what the other offers are.
 * CTA: The CTA is straightforward: Find your perfect Christmas gifts. They even
   spell out the three ways you can shop with them, visit a store, shop online
   and pick up, or shop online and have it delivered.
 * Design: The colors are representative of the holiday season with a mix of
   red, gold, wintry blues, and snowscapes. The colors make you want to get cozy
   and light up some of their holiday candles and wear their signature scents.
   There are also several smiling elements, like the cozy socks and the little
   snowmen, which draws people’s attention and makes them want to reciprocate
   the smile. One other thing to note on the design is that there is a lot of
   text, but it all serves a purpose to name the products for easier shopping. 





ULTA

Ulta is known for their print marketing that beautifully displays their beauty
products. This direct mail holiday campaign has some winning elements:

 * Copy: Ulta puts all of its text in area but it serves a purpose: keep the
   front cover uncluttered with words. If any of the products on the front
   caught your attention, you can find the product listing near the address
   label. The copy is also to the point as this is the holiday gift guide.
 * Offer: Ulta is straight the point again with its offer by telling recipients
   to find a 20% off coupon inside the gift guide. 
 * Branding: This mailer feels festive for the holidays but also features the
   brand’s signature pink coloring for immediate brand recognition. 
 * Sustainability feature: One other thing that Ulta added is the recycling
   symbol so recipients know how to properly and responsibly dispose of this
   mailer after they’ve flipped through and cut out their 20% off coupon.





USPS

This marketing mailer from the USPS is both informational and engaging. It
offers a great mix of product-related information but also invites recipients in
with the promise of a heartwarming holiday video.  Let’s examine what’s working
in this direct mail piece from the pros who handle direct mail every single day:

 * Copy: USPS is doing a fantastic job of weaving in holiday-themed words into
   this campaign to evoke certain emotions and trigger nostalgia. We all want
   our holidays to be magical and have lots of sparkle, now we just have to find
   out how the USPS is involved in that! The postal service also does a good job
   of keeping the copy to a minimum, with most messages being delivered in two
   lines of text.
 * CTA choices: The USPS makes it super easy for recipients to learn more about
   the services and products available by offering two choices: scan a QR code
   or type out a very short URL. 
 * Imagery: All of the imagery used in this mailer is holiday-focused and
   features people in some capacity. The one use of an icon, the person holding
   their phone to scan a QR code, works well with the design and isn’t
   distracting.
 * Branding: Like the Ulta example, the USPS is applying its signature blue and
   white colors to this mailer and it only works in its favor for a wintertime
   campaign. 

Holiday marketing campaigns can be a staple of any yearly strategy to encourage
repeat purchases, acquire new customers when they’re primed to shop, or simply
remind customers about your line of products or services. Like you saw in the
examples above, it’s good to have fun with your campaigns, make them cheery and
bright, and always be straightforward about the offer that’s inside. 

Recommended reading:

21 Festive Holiday Marketing Ideas That Drive Revenue

Your Guide to Holiday Direct Mail: 7 Tips for Successful Campaigns

Best Practices for Direct Mail Copywriting


INSTANT INSPIRATION FOR YOUR NEXT DIRECT MAIL CAMPAIGN

When it comes to creating a great direct mail campaign, you don’t have to start
from scratch. Explore our best direct mail collection to find ideas of what you
can incorporate into your next mailpiece or what elements you should be testing
to further optimize campaigns.


Tags:
Holiday Marketing
Marketing
Print & Mail
This blog provides general information and discussion about direct mail
marketing and related subjects. The content provided in this blog ("Content”),
should not be construed as and is not intended to constitute financial, legal or
tax advice. You should seek the advice of professionals prior to acting upon any
information contained in the Content. All Content is provided strictly “as is”
and we make no warranty or representation of any kind regarding the Content.

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