With the holidays just around the corner, here are 3 Direct Mail campaigns that will help you boost sales this holiday season.
1. Lookalike Campaign
GOAL: Attract New Costumers
IN A NUTSHELL: Model lookalike audiences from the best performing customer segments in your 1st party data set (CRM).
WHY IT WORKS: Postie identifies new customers who look just like your best customers. It’s a surefire way to reach and convert customers you aren’t reaching through other channels.
HOLIDAY DIRECT MAIL MARKETING TIP: Run a pre-holiday campaign in Q3 or early Q4 to test different data sets and then double down on the best-performing one.
2. Website Retargeting Campaign
GOAL: Capture Interested Visitors
IN A NUTSHELL: Send direct mail based on website activity like cart abandons, page views, or email unsubscribes.
WHY IT WORKS: These campaigns work so well because they give a meaningful nudge to customers who are already teetering towards purchasing. In addition, the Direct Mail format drives higher conversion rates than email marketing alone, making this a particularly effective tactic for the holidays when email inboxes are overflowing.
HOLIDAY DIRECT MAIL MARKETING TIP: Leverage programmatic triggers to mail based on website behavior. It’s a best practice to target people who abandoned cart or registration, had multiple page views, or unsubscribed from your email.
3. Multi-Touch Direct Mail Campaign
GOAL: Increase lifetime value
IN A NUTSHELL: Revive lapsed customers and turn one-time purchases into repeats with personalized offers.
WHY IT WORKS: These bottom of funnel campaigns drive the highest conversion rates by incentivizing repeat purchases and winning back lapsed customers.
HOLIDAY DIRECT MAIL MARKETING TIP: Use multi-touch to launch seasonal campaigns with QR codes that reach last year’s customers at the right time, with the right offer, and with a deal they can instantly grab from their phones.
Want to Learn More about Holiday Campaigns?
Watch our on-demand webinar, 3 Ways Data Science Can Help You Sleigh this Holiday, to learn how to identify and activate high-converting audiences already within your CRM, the science and speed of algorithmic lookalike models that make campaigns more efficient and performant, and the secrets of testing and optimization that will unlock campaign predictability for this season. Watch now!
Don’t have time to watch the entire webinar? We’ve written a recap for easy consumption. Check it out!
