What’s the best time of year to send direct mail? The answer isn’t as clear-cut as you might think, find out in our latest blog.

Direct mail marketing is a great marketing channel that can serve a wide range of purposes. It can advertise your business, drive consumers to your stores, or inform the public about changes in the development of services in the local community. Whatever sector your organisation is in, and whatever the cause for direct mail, it is vital that we get the most out of each campaign. One factor to consider is when marketing campaigns are undertaken. To ensure the highest response rates, and consequently, a successful campaign, strategic planning with the months and seasons considered is an essential practice.

Direct mail is effective throughout the year for numerous reasons. Primarily, it gets your brand into the hands of your target audience, with greater dwell times than social media. Furthermore, it is seen as more believable than email, and 70% of people find mail gives them a better impression of an organisation. Nevertheless, choosing the opportune time to release direct mail can further boost results.

So, when is the best time to send direct mail? 

1. Less Competitive Months

Summer is an excellent time to send out direct mail. This is because it’s easier to send out marketing and promotions while people are on holiday and trying to relax, as opposed to dealing with a large flow of mail during the holiday season. In the end, it’s best to market in the early autumn or spring, when the mail flow has subsided, and consumers are more likely to do business. Less competition increases the likelihood of transactions with consumers.

2. The Christmas Period

This may seem like a contradiction in regard to the previous point. However, during the festive period, everyone is looking out for deals and is extremely susceptible to marketing. The race to get presents for friends and family gives marketers an opportunity to sell their products, but the congestion of direct mail received is at its most during this time.

There is no reward without risk. As mentioned previously, the more competition there is, the lower the odds of success with your direct marketing campaigns. Seasonal business is essential for many organisations, so make sure your direct mail campaigns are highly differentiated from your competition, and that it lures customers to purchase from you!

3. Times specific to your target audience

One of the key benefits of direct mail is the ability to personalise marketing to the consumer. With this in mind, utilise customer data and send mail to consumers on their birthday, for example. This will help formulate and strengthen the relationship between the recipient and the brand, as they will feel remembered, opening the door for brand loyalty. Additionally, a discount or gift card can motivate customers to purchase from your company in the near future.

4. Whenever suits your organisation

Seasonal businesses like Christmas tree farms survive off a month’s worth of transactions. It would be redundant for them to send out marketing materials during the summer months as the recipient will likely have long forgotten about it by the time the holiday season comes around. So, using this example, a Christmas tree farm should concentrate its marketing efforts in the last couple of months of the year. Schools, colleges and universities need to time their mailouts in a similarly timely manner but with more opportunities throughout the year.

Each industry is different, and some are more seasonal than others. If your business is in a seasonal industry, focus on direct mail marketing campaigns in the months of the relevant season.

One thing that rings true all year round is that bakergoodchild is the best placed mailing house to handle your print, mail and post whenever you need it. Our investment in new tech and expert staff means that we can advise you on the best times to reach the audience you require and fast. Contact us today to find out what we can to get eyes on your advertising!