Unwrap the Potential of Direct Mail at Christmas

By Tracey Thompson, Writer

The holiday season is upon us and our mailboxes are overflowing! This time of year is ideal for brands to get a foot in the proverbial door. Direct mail can be a great tool to reach out to valued customers, and when done responsibly and creatively, your campaign will be the cream that rises to the top.

Photo by Les Anderson on Unsplash

Do You Get a Ho-Ho-Whole Bunch of Direct Mail?

Direct mail can be a personalized item or an enticing mailer with an incentive hidden inside. Or it could simply be a charming postcard or a holiday greeting. It shows a brand cares about (and wants to retain) its customers while flexing those creative muscles. When brands choose email, they’re up against a larger volume from competitors, but a well-crafted piece of direct mail can make people feel seen.

Photo by Antonina Kharytonova on Unsplash

Direct Mail Makes an Impression

Let’s look at direct mail pragmatically. According to a new report from WARC and Marketreach, “Nearly two-thirds of recipients say mail attracts their undivided attention." That’s huge. And there are more intriguing highlights from this report:

• The average time spent with direct mail is 108 seconds

• Over 80% of mail delivered in an envelope is opened

• Mail persuaded 16% of recipients to consider the brand, leading 5% to a transaction

Many customers have become weighed down by the pursuit of attention-grabbing brands and marketing messages, and that window to make an impact is getting smaller as interest wanes, but direct mail can still deliver on a key metric: attention.

Finding the Right Way to Make an Impact      

So how do you make a lasting impression via direct mail and still tread lightly on Mother Earth? Our procurement specialist, Nicole Kelly, shares how vendors are helping customers to reduce carbon footprints, allowing them to make the best possible choices.  

“Many print vendors and paper mills have their own environmental initiatives including planting trees or calculating a report of their environmental impact. With knowledge of our footprint, we can reduce emissions elsewhere to balance the equation.” - Nicole Kelly, Procurement Specialist

Creating sustainable direct mail pieces is far less daunting than it may seem. The bare minimum is using FSC paper stock. Being mindful of the number of people receiving your piece is common sense. But what about the environmental cost of delivery?  Canada Post has introduced carbon-neutral shipping through a number of initiatives that will cut operational emissions through the entire corporation to ultimately achieve net-zero by 2050. 

Partnering with a marketing agency that has a proven commitment to reducing carbon footprints will ensure you use every tool in its sustainable-yet-stylish belt. As Canada’s first agency to embrace the Net Zero Challenge, lmno has established partnerships that allow us to measure, minimize, and offset any emissions that cannot be reduced. Take a look at the scope of lmno’s commitment to a sustainable future. 

The Reason for the Season

This time of year can be challenging to cut through the noise and be unforgettable without putting a high cost on the planet. Direct mail can engage, evoke and make a connection. And it can be a delight to receive when it asks for nothing in return. 

Would you like to get a head start on an engaging, impactful direct mail campaign for next year? Drop us a line! We’d love to chat.