As the holiday season approaches, businesses everywhere are strategising how to capture the attention of shoppers during the busiest time of the year. Last year alone, a staggering £9.5 billion was spent on Christmas advertising. Yet, with so much noise in the market, standing out can be a challenge. This is where direct mail can give your campaign the edge it needs….
The Power of Direct Mail
While digital advertising has become a staple in marketing strategies, direct mail offers unique advantages that shouldn’t be ignored—especially during the Christmas season.
In 2023, direct mail boasted an impressive 85% open rate, far surpassing the 10-20% open rate typically seen with email campaigns.
This means that your message is more likely to be seen and engaged with when delivered through the mailbox rather than the inbox.
Cost-Effective Customer Acquisition
One of the most compelling reasons to include direct mail in your Christmas marketing mix is its consistent cost per acquisition (CPA). Unlike online advertising, where Google Pay-Per-Click (PPC) costs skyrocket due to increased competition during the Christmas season, the CPA for direct mail remains the same all year round. This cost-effectiveness can be a game-changer in a season where every penny counts.
Success Stories from the Supermarkets
In 2023, Marks & Spencer and Waitrose achieved a remarkable 95% open rate in their Christmas mailings, with Sainsbury’s hitting the 94% mark. Compare this again to email marketing, which typically sees open rates between 10-20%, and it’s clear that direct mail offers a significant edge.
Moreover, direct mail doesn’t just get opened—it drives action. Last year, 53% of the mail sent by Marks & Spencer and Tesco led to commercial actions, with 33% of Marks & Spencer’s mailings resulting in a transaction. These figures highlight the tangible impact direct mail can have on your bottom line.
Building Trust
In an era where consumer trust is harder to earn, direct mail stands out. A substantial 41% of people say they trust advertising mail, compared to just 11% who trust social media ads.
Capturing Attention
On average, consumers spend 103 seconds engaging with mail, compared to a mere 12 seconds on television adverts, 8 seconds on emails, and just 3.9 seconds on skippable YouTube ads on mobile.
Timing is Everything
When planning your Christmas direct mail campaign, timing is crucial. Mailing in November has been proven to drive higher online traffic, largely due to early planners and the Black Friday rush. However, don’t discount December mailings—they tend to yield a higher return on investment (ROI) as consumers are in full holiday shopping mode.
In a world dominated by digital marketing, direct mail remains a powerful tool, particularly during the Christmas season. With higher open rates, consistent acquisition costs, and the ability to drive significant consumer actions, direct mail is a channel that deserves a place in your holiday marketing strategy. Don’t miss out on the opportunity to connect with your audience in a way that digital channels simply can’t match – contact our expert team today to start your mail journey.
References:
JIC MAIL: https://www.jicmail.org.uk/news/webinar-recording-insights-for-christmas-2024-retail-and-supermarket-campaign-planning/
