Tips from Flagstaff Print, Mail and Digital
to help you plan your Christmas Campaign.

Are you conducting a Christmas or New Year Marketing Campaign?

Even though Christmas is only one-day, direct mail and marketing will take time, creativity and planning.
There is a balance between being fun, creative and original whilst also delivering sales and campaign return on investment.

What are your campaign goals?

Christmas offers many types of marketing opportunities.

Christmas brochures or Newsletters - Mail a brochure / newsletter with just a few pages of Christmas related offers.
Christmas cards - Mail out a Christmas greeting with a Christmas card.
Christmas catalogue - Print and send Christmas themed catalogue, frequently poly-wrapped.
Christmas Direct Mail - Highlight what is happening in 2020! Make it personalised.
Calendar campaigns - If you want to be different, try a Happy New Year campaign.

   Use Flagstaff's XMGO campaign software - Contact 4272 0254.

Why not create a printed gift – Print pads, to do lists, or merchandise.
Hampers - Flagstaff can assemble your gifts and wrap your hampers.

Optimising your marketing campaign – Tips and Recommendations

There are many ways to personalise a direct mail campaign for Christmas, here are some tips and recommendations:

Personalise - Use the persons name throughout the campaign.
Contact details - Include contact details such as: email address, store or office address, opening hours, map, etc, telephone number(s).
Social media accounts URLs - Add Facebook, Twitter, YouTube, Pinterest, etc. accounts to mail pieces and use social media to increase your messaging
Follow-up mailings - If appropriate, schedule follow-up mailings to an initial direct mail piece.  This often could be a postcard follow-up or could provide new additional offers.
Call to Action - Leave the customer with something to do – call, register, book online, claim the offer in the store.
Make it Accessible - Consider having Braille versions of your marketing material. Flagstaff Print, Mail and Digital can print Braille!

Multi-Channel Marketing

Marketing campaigns such as direct mail work best when it is integrated with other channels.
Although not always possible, integration with radio, social media, other print follow up material, advertisements, follow up calls,
unique coupons, QR codes and personalised web pages, can have clear results and evaluation to increase campaign response rates.

Consider the following in your marketing:

Personalisation - Personalise improve response rates and provide an enriched mailing experience for recipients:
Gender - In some cases it will be better to personalise campaigns by gender.
Name - As a minimum ensure the recipient’s name is correctly used. Personalise where possible.
History - Refer to historical actions (e.g. purchases in past Christmas periods).
Variable images - Vary the images to ones that match the customer’s preferences.
Stock - Think of the need for stock to be available to meet sales demand.

When to mail:

Timing - the timing of Christmas mailing is important here are some tips :
Too late - 25th December is too late! Carefully plan latest possible date for mailings.
• This will vary from business to business.
• Mailing between early to mid-November is often an optimum time.
• Christmas mailings could be timed to coincide with Black Friday (the last Friday in November).
• Send too late and recipients may have already spent Christmas funds.
• Send too early and people aren’t ready for Christmas.

Christmas personalisation of Direct Mail Campaigns

Do something different to stand out in the crowd.  Add some Christmas or New Year fun, to your goodwill messages.

Create a Christmas Sense of Urgency - E.g. Closed over the festive season, so don’t miss out.
12 days of Christmas. Organise a 12-days of Christmas theme with offers for all 12 days.
Calendars - An old favourite, mail advent or yearly calendars, remind recipients of your business for 24 days with customised offers and goodwill messages!
Appeal to the senses - Tempt senses by including Christmas elements for senses:
   1. Sight - Make sure mailshots are visually stunning and include Christmas themes;
   2. Smell - add fragrances to mailing with scents of Christmas (e.g. gingerbread);
   3. Taste - Tempt taste buds with freebies (e.g. slice of cake, miniature drink, etc.)
   4. Touch - include varied textures to interest recipients when touching mailing – Just watch the postal rules for sending of food.
Christmas colours - Use traditional colours associated with Christmas, the gold, red or green.
Christmas freebies - Include freebies in mailing as goodwill / to improve response rates:
Create an end of year book / stories - Include a Christmas book or story for clients to read or a staff memento of what happened during the year.
Create paper Christmas tree accessories With your logo on it to hang on the tree.
Create hampers or presents - Wrapped present in mailing, don’t open until Christmas message, etc. – Did you know that Flagstaff can assemble your hamper for you.
Send a retail voucher - Include a festive season voucher.
In Store or Online freebies – A freebie if you visit a store during the festive season or buy online.
Envelopes - Make the envelope stand out as Christmas related, use the Christmas colours and include emblems of Christmas. Make recipients want to open what’s inside.
New Year Calendar - A popular item, mail a calendar, promote your business for the year ahead or your services on each page of the calendar or develop your own planner.
Vouchers and Coupons - Include in mailing, emphasise exclusivity if via a privileged club
Promote - New Year’s Eve sales.
Help your clients with their New Year resolutions - With a customised diary or note pad.

Contact Flagstaff Print, Mail and Digital for Christmas direct mail campaigns

Let Flagstaff help you with your Christmas direct mail or eMarketing campaign. Why plan a campaign alone when you can benefit from
the services of an experienced print and mailing house like Flagstaff.  Flagstaff is a local not for profit social enterprise providing
supported employment for people with a disability. Our team can manage all aspects of your campaign (print, mailing,
marketing, mailing lists and post) to agreed timescales and budget.

Contact Flagstaff Print, Mail and Digital
T: 02 4272 0257 or
E: [email protected]