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Retailers Can Use These Proven Tips to Boost Their 2019 Holiday Marketing ROI

Michelle Peel

The holidays are right around the corner, and I have my annual shopping trip scheduled­. This shopping tradition includes holiday music on the radio, peppermint mocha in my hand, comfortable shoes on my feet, and…my direct mail and email ads and coupons in my purse!

Whether my daughters’ holiday wish lists include an American Girl Doll, a Louisville Slugger Xeno bat, an outfit from Hollister, or all of the above, I review my direct mail pieces and emails looking for coupons and sales.

I’m among the internet users who prefer to receive their holiday deal offers via a combination of direct mail and email, according to a “Holiday Retail Insights Survey” from eMarketer. An omnichannel approach in your 2019 holiday marketing campaigns means more opportunities to connect with holiday shoppers, whether they’re ahead of the curve or pulling a last-minute trip to the toy store.

2019 Holiday Spending Forecast

Retailers have good reasons to be optimistic about their 2019 holiday marketing results. The National Retail Federation predicts November and December in-store retail sales to increase between 3.8%-4.2% over 2018 in-store retail sales. U.S. shoppers are expected to spend $138.50 billion online in November and December this year, a 13.5% year-over-year increase, according to forecasts from Internet Retailer.

Deloitte echoes this projection, forecasting online sales growth of 11%-14%. Recent earnings reports from large retailers Walmart and Target show continued confidence in consumer spending.

Successful Retailers are Using Direct Mail and Email Together for Holiday Marketing Campaigns

Retail marketers need to capitalize on consumer confidence and spending during the busy shopping season with a combination of physical and digital touchpoints. The data shows that consumers are ready to hear what retail marketers have to say.

  • Consumers are receptive to direct mail and email during the holidays (Adweek);
  • Retail marketers using direct mail and email will target and convert consumers more effectively (Internet Retailer);
  • Integrated marketing campaigns using direct mail and email hold 39% more of a customer’s time than campaigns without direct mail (Canada Post study).

According to Competiscan, retail marketers sent 1.25 billion pieces of direct mail between October and December 2018, a huge 52.56% increase over 2017. During the same period, retail marketers sent 7.21 billion emails; a 5.01% increase over 2017. This increase in integrated direct mail and email campaigns coincides with retail marketers’ confidence in consumer spending.

Our Favorite 2018 Holiday Marketing Campaigns Integrated Direct Mail and Email

Here are three well-executed direct mail and email holiday marketing campaigns from Comperemedia:

Bath & Body Works utilized direct mail and email to create awareness for “Candle Day.” 

Photo of Bath & Body Works Advertisement

Kohl’s incorporated its loyalty “Kohl’s Cash” offers into its holiday direct mail and email campaigns.

Photo of Kohl's Ads

Target promoted their “Shop online, pick up in store” service in direct mail and email campaigns.Photo of Target Ad

On a side note, holiday mailers from Bath & Body Works and Kohl’s were in my mailbox and inbox this week. These marketing campaigns looked very similar to their 2018 campaigns. Direct mail and email must be working for them!

Best Practices for Integrating Direct Mail and Email Holiday Marketing

Make sure your direct mail pieces and emails complement each other with similar headlines, images, and offers. Stand out in the mailbox and inbox with these tips:

  • Personalize content to your customers’ buying preferences with relevant products and offers in your campaigns.
  • Focus on the deal by including coupons and offer codes to make your offer stand out.
  • Reward loyal customers by offering holiday deals on purchases for themselves and others.

IWCO Direct can help retail marketers celebrate this holiday season with effective direct mail and email marketing campaigns. The holidays are right around the corner! Don’t wait… contact me today! I promise to respond quickly (unless I’m out shopping).

link https://www.iwco.com/blog/2019/11/01/2019-holiday-marketing-trends-tips/
Michelle Peel


Michelle Peel

As Sales Content and Research Manager, Michelle enhances the customer experience for our clients by keeping her finger on the pulse of key consumer trends, new vertical market developments, and competitor insights that impact their business. A graduate of Elizabethtown College with more than 20 years of direct marketing experience, she brings the “make it happen” attitude to IWCO Direct every day. She is a dedicated Pittsburgh Steelers fan who enjoys shopping, crafting, and spending time with her family.

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