Marketing checklist for vacation campaigns

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Jennifer Hudson

We've put together a solid marketing checklist for direct mail and digital advertising campaigns to get you ready for the busiest time of the year. Be sure to check these items off your marketing checklist to guarantee a significant impression on your customers this holiday season.

The importance of holiday marketing campaigns

‍Theholiday season offers the perfect opportunity to reach consumers with special products, limited discounts, holiday-centric ads, and more. It's undoubtedly one of the most profitable sales periods of the year, and shoppers looking for gift ideas are eager to take advantage of attractive offers.

All forms of marketing tend to work well during the holiday season. However, using direct mail in your holiday marketing campaign is particularly effective in increasing response rates, boosting conversions and improving overall ROI.

According to Lob's Consumer Insights Report on the State of Direct Mail for 2023:

  • 64% of consumers say a direct mail piece from a company has prompted them to take action, such as visiting a website or physical location to make a purchase.
  • 80% of consumers share direct mail with friends and family, helping to extend your brand's reach and visibility.

To get the most out of your holiday direct mail campaign, it's essential to have a plan in place. That's where our holiday marketing checklist comes in.

Clean up your data

‍Thesuccess of direct mail marketing campaigns depends on the quality of your contact list. Cleaning up your contacts should therefore be the first step on your marketing checklist.

Your physical mailing list is your most important resource. A clean, up-to-date mailing list will increase your chances of campaign success.If you don't check your physical address list, you could risk missing out on potential sales or see a drop in customer retention because your customers haven't heard from you in so long. Lob's real-time address validation helps ensure that your addresses are deliverable, and that everything you send arrives at the right place at the right time.

Select the appropriate data sets

‍Makesure you have the right audience for your direct mail campaigns. The more you segment your audience, the higher your customer acquisition and ROI will be. Segmentation divides your contact list according to various filters such as:

  • Age
  • Buyers of specific products
  • Paying customers
  • Subscription date
  • Gender
  • Location

Personalization plays an important role in capturing a customer's attention. We found that 68% of consumers are more likely to interact with a brand's message when it's personalized to them. We also found that 67% of consumers aged 55 and over prefer to receive direct mail from physical retailers.

With this in mind, you could set up an age-filtered e-mail list to ensure you target this segment with a high-quality personalized direct mail campaign.

Use timing analysis to create FOMO In marketing, timing is everything. This is no exception for holiday campaigns. Determine where your customers or prospects are in the funnel to ensure that your holiday marketing campaigns increase awareness and retain existing customers.

Analyze past sales data to determine which items sold best during specific periods. Send triggered direct mail campaigns so that mail reaches users at precisely the right moment.

Plan to send a mailing announcing

"Here are last year's top items. Make sure you get them this time!" This is a great way to generate "FOMO" in your customers. Determine what factors will play into your ideal mailing time, such as whether your subscribers are businesses or consumers, geographic location, etc. What works for one customer may not work for another. So, the more you can segment your lists and send specific offers to small groups of customers, the better.

Reward loyal customers

Another point to bear in mind is to make sure you target your loyal customers with special offers.

Here are a few examples.

Send specific e-mails to loyalty program members with exclusive rewards.

Send a different e-mail to customers who are not yet members of the loyalty program, encouraging them to sign up.

Use loyalty program data to effectively segment VIP program members.

Offer additional benefits to loyal customers, such as exclusive gift card offers or vacation guides.

Automate campaigns Optimize your campaign by setting up the right triggers to automatically send abandoned cart emails or direct mail postcards.

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