Turn the summer slump into a business boost with Direct Mail
Many industries face a sales dip from early June to late September. As people head outdoors to rivers, lakes, and beaches, shopping centers and online shops see less traffic. But here’s the good news: your competition is also taking a break! In this blog post, we’ll show you how to make your direct mail summer-friendly and increase your conversion rate.
Give your direct mail campaigns a summer makeover. Who says your direct mail campaigns must stay the same all year? This summer, refresh your advertising by adjusting the design and content. In the sweltering heat, customers have less energy for complex marketing. Keep it simple and entertaining – make summer fun for your audience!
Direct Mail Designs that make you ‘sea’ the fun
Summer evokes images of the sea, sun, palm trees, and staycations, bringing to mind specific colors and motifs. Leverage this for your direct mail campaigns! Here are some tips:
- Blend your brand colors with summery shades of blue, yellow, green, and orange.
- Include elements related to sun, nature, travel, beach, and garden themes.
- Design your direct mail like a holiday postcard.
- Keep the layout simple and clear.
Entertaining content for exciting summer Direct Mail Campaigns
Everything depends on good content. But don’t worry: the summer theme is perfect for your direct mail. Tailor your message to fit your industry or offer, and watch your engagement soar!
Here is an example:
If you distribute meal kits with new weekly recipes, showcase an exclusive summer dish or the perfect box for a barbecue party on a postcard. Catchy slogans like “This summer will be delicious!” can generate excitement for your products.
Four ideas for your Direct Mail Campaigns
From June to September, you have the perfect hook: summer is finally here! Here are four ideas on to delight your customers with direct mail automation:
1. Strengthen customer loyalty with hyperpersonalised Tips
Summer brings unique experiences and challenges like mosquitoes, sunburn, and heat. Nearly every industry can offer valuable tips for the hottest time of the year, personalised to their customers. This approach strengthens customer loyalty and boosts conversion rates.
For example, an online cosmetics shop could send a brochure with sun protection tips tailored to each customer’s skin type. The better you know and segment your customers, the easier it is to hyperpersonalise your direct mail campaigns.
Consider their last order, what’s in their shopping cart, and trending products. With programmatic print you can automatically tailor letters, self-mailers, and postcards to meet your customers’ individual needs.
2. Sending out summer giveaways with Direct Mail
What’s more fun than an afternoon by the lake? Exciting giveaways, of course. In summer, we’re more relaxed, willing to try new things, and eager for excitement… ideal conditions to encourage your customers to participate in a raffle through a postcard! Ideal prizes could include discount vouchers or summer items like beach volleyball sets, grills, or sunscreen kits.
Pro Tip: By integrating personalised QR codes in your direct mail campaigns that redirect to your website, customers can easily participate in the giveaway. This allows you to track and follow up on conversions effectively.
3. Omni-Channel Marketing: Social-Media Campaigns
In summer, staying top-of-mind with customers is crucial. Engage them where they love to spend time – the beach, garden, or lake. And guess what they always have with them? Their mobile phone.
During holidays, people often have more time to scroll through social media and online shops. This makes summer the perfect time to integrate direct mail with digital channels, inviting customers to events or enticing them with summer promotions.
Example: Holiday postcard
Imagine you send holiday postcards to your customers, encouraging them to share their best vacation photos on Instagram and other social media platforms using a specific hashtag and tagging your company.
In return, they can win fantastic summer prizes. The postcard also includes a personalised, trackable discount code. This campaign aims to entertain and engage customers during long summer days, increase your reach, and attract new prospects to your brand.
4. Direct Mail Campaigns: Personalised postcards from vacation
Have you ever considered designing your direct mail campaigns like a typical vacation postcard? That’s the advantage of direct mail is its flexibility. Consider creating a:
- Photo on the front (e.g., beach, Eiffel Tower, London Eye)
- Personalised greeting on the back that looks handwritten, includes the customer’s name, and even the name of their pet
- QR code in place of a stamp, leading to a voucher or giveaway
On vacation? Send Direct Mail from the beach
Everyone deserves a break, including you and your team. The great advantage of direct mail automation is that you can prepare, schedule, and automatically send your selfmailers, flyers, and brochures with precision. This is where optilyz and integration partners such as BSI or Braze come into play, allow you to automate your campaigns using triggers. Want to learn more about how direct mail automation works? Check out our detailed blog post!
Leverage the summer slump: Strategize for the year ahead
During the summer slump, work often slows down, making it tempting to relax. However, time flies quickly. Instead of launching a major marketing campaign, use these quiet weeks to plan for autumn, winter, and the coming year.
You could:
- Plan marketing campaigns for autumn and winter
- Conduct target audience research and segmentation
- Update designs and copies
- Repurpose existing content
- Brainstorm new direct mail ideas
- Jot down campaign concepts for events like Black Friday and Christmas
- Inform customers about upcoming events from September onwards
Turning the summer slump into business opportunities with Direct Mail Automation
There are countless ways how to booze your marketing with direct mail during summer. Whether through themed advertising, engaging giveaways, or future-oriented strategies. Use the summer slowdown as an opportunity to stand out with creativity and determination. Stay informed year-round by subscribing to our newsletter. Simply enter your email at the bottom of our website. See you soon!
Interested in leveraging letters, postcards, and self-mailers to enhance your marketing efforts and drive higher conversion rates? Schedule a free optilyz demo today! Discover how our platform can streamline your marketing campaigns with minimal effort and maximum impact. Contact us now to book your no-obligation presentation. Let’s discuss your ideal use case and get your first trial started!
