The holidays mean many things to many people, but for retailers, it means sales – big, beautiful sales. According to published reports, retailers experienced their best Black Friday weekend on record after hauling in more than $59 billion. Of course, this was followed by our newest holiday creation – Cyber Monday. According to USA Today, online retailers had their biggest day ever with online sales up 30% vs. the same day last year. This certainly is a positive sign for our economy as consumer confidence seems to be on the rise.
I found these retail statistics an interesting backdrop as I was reading a recent article on Deliver Magazine’s website focused on direct mail’s ability to drive sales for luxury retailers. While the article included many solid points, success through direct mail isn’t reserved just for affluent buyers. At IWCO Direct, we have extensive experience partnering with our retail clients. We know direct mail helps drive sales for any type of retailer at any time throughout the year. Here are some common elements among successful retail direct mail campaigns:
- Personalization that targets your messages and offers specifically to the intended buyer adds relevance that will increase gross response rate (GRR) and return on investment (ROI).
- Engage in cross-channel marketing such as applying a QR code to your direct mail piece leading potential buyers to additional, relevant information. Or send an email that reminds them to visit your retail location during your upcoming event or sale.
- A sophisticated postal strategy that targets your desired in-home date(s) to promote your sale or event. Consult with your direct mail services partner to ensure your mail arrives when you need it to, not after the sale or event has ended.
- Make it easy for the recipient to find your brick and mortar locations. Don’t assume the most convenient location is closest to their home address – they might prefer shopping at a location closer to their work, daycare provider, relative’s house, etc.
By utilizing these direct mail tips, successful retailers stuff their stockings with sales during the holiday season and beyond.
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