Boosting Christmas Sales in the UK Retail Sector with Direct Mail Marketing
Christmas is a crucial time for the retail sector, while online shopping continues to grow, in-store purchases remain a significant part of the festive retail landscape. To maximise sales during this period, retailers need to embrace a multi-channel approach that includes both online and in-store strategies. Direct mail marketing, often considered a ‘traditional’ method, can play a pivotal role in boosting Christmas sales in the retail sector, catering to both online and in-store customers alike.
A Time-Tested Approach
Direct mail marketing involves sending physical promotional materials, such as postcards, catalogues, and flyers, directly to potential customers’ mailboxes. In today’s digital age, some might consider this method outdated, but it remains effective, especially during the holiday season when consumers are inundated with online ads and emails. A study by the Royal Mail MarketReach UK  found that 92% of consumers are driven to online or digital activity as a result of receiving direct mail. It shows that direct mail has a substantial impact on directing consumers to online channels.
More benefits include:
- The ability to produce highly targeted campaigns – By using data analysis and customer segmentation, retailers can send personalised offers and content to specific customer groups, increasing the chances of a sale.
- DM is tangible and more memorable than digital marketing – When customers receive a beautifully designed postcard or catalogue, it tends to leave a lasting impression.
- There is less competition so more opportunity to stand out – During the festive season inboxes are flooded with promotional emails, making it challenging for brands to stand out. With direct mail, your marketing materials have less competition for attention, ensuring your message gets noticed.
Ways in which Direct Mail works to boost Christmas Sales –
- Promo Codes and Coupons: Include unique promo codes or coupons in your direct mail materials, encouraging recipients to visit your website and make online purchases. This not only drives traffic but also allows you to track the effectiveness of your campaign.
- Highlight Online Exclusives: Promote online-exclusive deals and products in your mailings to entice customers to visit your website. Ensure the design and messaging are consistent with your online store.
- Tease Upcoming Sales: Use direct mail to tease upcoming online sales events. Create anticipation by sending sneak peeks and early access offers, prompting customers to visit your website on specific dates.
Boost In-Store Foot Traffic
- Location-Based Promotions: Leverage geotargeting to send direct mail materials to customers in proximity to your physical stores. Highlight in-store-only promotions and discounts, encouraging them to visit your store locations. The Data & Marketing Association’s (DMA)  research suggests that direct mail contributes to in-store traffic, with 27% of consumers visiting a physical store after receiving direct mail.
- Store Locator: Include a store locator in your direct mail materials, making it easy for recipients to find the nearest store. Add incentives like limited-time in-store-only discounts to drive traffic.
- Holiday Catalogues: Create visually appealing festive catalogues that showcase a variety of in-store products. Include images, descriptions, and prices to help customers plan their in-store shopping trips.
Measuring Success –
To ensure the effectiveness of your direct mail campaign, it’s essential to measure its impact. Use the following metrics:
- Response Rates: Track how many recipients respond to your direct mail, whether through online purchases, in-store visits, or other actions.
- Conversion Rates: Calculate the percentage of recipients who completed a desired action, such as making a purchase, after receiving your direct mail.
- ROI: Measure the return on investment for your direct mail campaign by comparing the cost of the campaign to the revenue generated from it. The DMA  states that the return on investment for direct mail in the UK is substantial, with an average ROI of £3.22 for every £1 spent on direct mail.
- Customer Feedback: Collect feedback from customers who engaged with your direct mail campaign to understand their preferences and improve future campaigns.
Direct mail marketing remains a valuable tool in the retailer’s arsenal, particularly during the Christmas season when competition for consumers’ attention is at its peak. By adopting a multi-channel approach that integrates both online and in-store strategies, UK retailers can boost Christmas sales. Direct mail allows retailers to target specific customer segments, drive online sales, and increase in-store foot traffic, ensuring a successful festive season. So, as you plan your Christmas marketing strategy, don’t overlook the power of direct mail to make this festive season truly merry and bright for your retail business.
It’s not too late to add Direct Mail to your Christmas marketing plan – give our team a call today – 0203 2600 175.
-  – Royal Mail MarketReach. “Private Life of Mail.” Royal Mail MarketReach Research.
-  – Data & Marketing Association (DMA) UK. “Door Drops and Direct Mail: The Forgotten Channel?” DMA UK Door Drops and Direct Mail Report.
-  – Direct Marketing Association (DMA) UK. “Return on Investment Report 2017.” DMA UK ROI Report.