Alexander Graham Bell famously remarked, “Before anything else, preparation is the key to success.” Success hinges on strategic direction that’s perfectly aligned with customer needs. Couple that with a clear strategic timeline and you’ll be positioned to have a heck of a great holiday season.
Smart marketers are reaping the rewards of this approach by planning their holiday campaigns in the summer months, starting campaigns early, using an omnichannel approach, and delivering more than one touch to their audience. Timing is key, but as we move closer to the election, marketers must navigate additional challenges to preserve the festive spirit of their campaigns.
Balancing Holiday Cheer and Election-Year Dynamics
The 2024 holiday season overlaps the U.S. election season, presenting unique challenges for marketers. Digital platforms like Meta and Google see ad rates skyrocket during elections, leading to higher costs and reduced visibility for holiday ads. The risk of holiday messages appearing next to heated political content can also taint brand perception, pushing marketers to seek safer, more controlled environments.
It’s a lot harder to nail your messaging when your customers might be seething with anger about a political ad.
During the election season, direct mail is the hero of your omnichannel approach. It offers predictable costs and cuts through digital clutter, delivering your holiday campaign directly to homes. It’s free from the negativity of political ads, allowing your message to keep its festive spirit and avoid being lost in the overwhelming flood of emotionally-charged digital ads.
Build a Timeline for Holiday Direct Mail Success
Plan your holiday direct mail campaign the way you would prepare a holiday feast: focus on timing and precision. Let’s walk through a detailed timeline from the initial sparks of campaign conceptualization in August to the full execution through the holiday season.
August: The blueprint phase
Begin in August with the conceptualization of your campaign. This is your blueprint phase, where you map out the theme, key messages, and the overall aesthetic of your direct mail. Use this month to set clear objectives and identify your target audience. Decide what kind of offers, exclusive content, or early bird specials you’ll include. Also, consider the design elements — will they be festive, reflective, joyful? We’re big proponents of creative that really leans into the holiday spirit.
Key Milestone: Finalize campaign concept and design by the end of August.
September: The production line
As you move into September, shift your focus to the production aspects. Early September is your go-to month for selecting audiences, strategizing and designing promotional offers, and finalizing the creative. By September, you should be ready to print and prepare for distribution.
It’s advisable to initiate your first Black Friday and Cyber Monday campaigns by the end of September, running them into mid-October. However, plan to temporarily scale back across channels around mid-October with the upcoming election. Once everyone’s calmed down from that, you can resume your promotional efforts leading into Black Friday.
Key Milestone: Hit production by end of September to avoid any delays.
October: The launch pad
Huzzah! Early October is when your first campaign hits homes. Throw in a personalized offer to kick off their seasonal shopping. Start tracking the campaign’s performance. Monitor engagement rates, response rates, and any direct sales or inquiries that result from the mailers.
It’s smart to repeat the blueprint, product, and launch pad phase a second time before Black Friday. Multiple touches lead to additional purchases that wouldn’t have existed with just one mailer.
Key Milestone: Start monitoring results of your first campaign while you’re planning your second send in October.
November: The final push
Ensure your second campaign lands in homes a few days after the results of the election. This gives the lead time you want before Black Friday while still avoiding the election noise. Use this month to make any necessary adjustments for your final campaign. If a particular offer is not resonating as expected or there is a surge of interest in a specific product, adjust your final campaign to reflect these insights. This is also the time to prepare for a third mailer, targeting late shoppers with last-minute deals.
Key Milestone: Make final adjustments for your third campaign by the end of November.
December: The home stretch
December is your home stretch and when your final mailer will hit homes. Keep an eye on delivery times and ensure that any final offers or messages are timed perfectly to catch those last-minute holiday shoppers. This is also the time to start gathering overall feedback and preparing a post-campaign analysis.
Key Milestone: Conclude all mailings by mid-December to ensure timely delivery before the holidays.
Post-holiday season: Reflection and analysis
After the holiday buzz has settled, gather your team for a thorough analysis of the campaign. Determine what worked, what didn’t, and how you can improve for next year. Collect all data, feedback, and anecdotal evidence to evaluate the campaign’s overall effectiveness and ROI.
Ready to take the next step in mastering your direct mail strategy? Download the holiday playbook now and start preparing for a more successful holiday season next year.
Maximize Impact for Your Holiday Campaign Success
Our strategic timeline serves as a roadmap through the bustling holiday season, with each phase carefully planned for maximum impact. From the initial planning in August to the final touches in December, the goal is to ensure that each step enhances engagement and effectiveness.
Watching these campaigns unfold can bring immense satisfaction, delivering holiday cheer to your customers and contributing to your brand’s success. Over time, you’ll refine your strategies, drawing on lessons from both successes and challenges.
Want even more holiday guidance? We have an entire Hub of Holiday Content. Check it out!
