Summer is When Your Direct Marketing Strategy Should be Heating Up

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Michelle Fuchs

As we take advantage of the joys of summer―sunshine, concerts, vacation time―astute marketers start heating up their direct marketing strategy planning for high-performing fall and holiday campaigns!

You may be saying to yourself, “Are they crazy? I just put on my new bathing suit and am setting out to the beach to catch some rays.” But at IWCO Direct we know that executing successful multichannel campaigns requires strategic planning well in advance of the promotion launch. Consider this:

Annual Enrollment Period (AEP) Medicare Marketing

The Medicare AEP marketing season begins October 1 and runs through December 7. Insurance providers know this is an extremely competitive market, and many insurers are competing to retain current policyholders while also gaining new customers. As my colleague David Klempke stated in an earlier post, “[AEP] is an exceedingly challenging time as many industry and government regulatory changes and updates must be implemented in a relatively short period of time.” So how do you stay ahead of them? Start planning your direct marketing strategy now. IWCO Direct 1to1℠ solutions can help AEP marketers simplify the complex messaging process. And if you want to gain insights from 2021 Medicare AEP marketing results to improve the performance of your 2022 campaigns, check out Michelle Peel’s recent blog on trends and best practices.

Informed Delivery (ID) USPS Mailing Promotion

If I told you there was a way to save 4% on postage for campaigns mailing August 1 through December 31 that included a great way to extend the reach of your brand marketing from direct mail to the digital world, wouldn’t you jump on it? The USPS Informed Delivery promotion does exactly that, and their postage-saving promotion for 2022 is better than ever. This year, it runs for five months and offers twice the discount provided in 2021. If you were ever considering adding ID to your direct mail program, now is the perfect time to start. And, if you already use it, take advantage of every dollar you can save during the promotion period.

Holiday Shopping for Retail Marketers

Remember when the holiday shopping season started as Santa Claus reached Herald Square at the conclusion of the Macy’s Thanksgiving Day Parade? Well, those days are gone. Considering that most retailers rely on holiday sales to end the year in the black, and the pandemic has brought on a shortage of labor and supply chain issues, retailers are starting their sales earlier, and consumers are taking advantage. Steve Sadove, senior adviser for Mastercard, disclosed in a 2021 Mastercard SpendingPulse report that, “Shoppers were eager to secure their gifts ahead of the retail rush, with conversations surrounding supply chain issues sending consumers online and to stores in droves.”

Retailers who stand out from the crowd are using marketing campaigns that rely on data to identify the best prospects. Combined with outstanding creative and compelling offers to create mailpieces that hit the mark, these retailers are winning shoppers’ holiday dollars. Reid Holmes’s recent blog provides insight on the importance of using data and creative best practices to drive results. Now is the time to plan your direct marketing strategy for this crucial season.

Other Seasonal Mailings

The late summer, fall, and winter seasons are full of promotions from direct marketers. Back to School promotions start early―I know your kids are probably grumbling—because retailers are always a season ahead, and the school year starts and ends at different months across the country. Politicians launch their political mailings to get their messaging out to as many voters as possible before the November elections. Nonprofits are focused on end of year donor drives to garnish the funds that donors disburse during the final months of the year, and financial marketers continue to offer solutions to people looking to fund their education, buy a new home, etc.

I could go on, but you get the idea. So now you may be panicking and thinking you are falling way behind in planning your direct marketing strategy. Don’t worry. Reach out to the experts at IWCO Direct. We’re here to help, even during the lazy days of summer!

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