The Procrastinator's Guide to Last Minute Holiday Campaigns

10 2015 Holiday GiftIf you or your clients are just now thinking about plans for holiday direct mail I have some bad news – you are way behind.  Options will be very limited and mass mailing companies are already sold out for the holiday months. Don’t freak out because Santa has come to the rescue! EDDM or Every Door Direct Mail is available up until the very last minute, perfect for locally focused companies, and always costs less than first class mail.

This would be the perfect service for printers and mail shops to offer their local retailers, churches and home service clients as a way for them to boost end of year sales and provide you with a bottom-line bump yourself.

You’re not just limited to postcards – qualifying EDDM specs include multi-page booklets, tri-fold/bi-folds, and many very large and unique size postcards. There are no mailing lists to purchase because campaigns are targeted based on postal carrier routes and delivered to every resident on the route. USPS has an easy on-line carrier route selection tool, making it simple to saturate any local market desired. Best of all EDDM guarantees 100% open rate. Because EDDM is delivered by the postal carrier no envelope is necessary; the piece is delivered already opened removing a huge obstacle in the direct mail world.

Here are some tips to share with your retailers, churches, home service and restaurant clients, or anyone trying to saturate a local targeted market:

Now that we’ve solved how to get the holiday campaign in the mail, let’s turn to what and why. What is it that you would like to convey to the recipients and how do you want them to feel after hearing from you? It’s important to bring emotion and sincerity into any campaign during the holiday season. Why should the recipient do business with your company, and what unique reason have you given them to take action?

Ideas for Holiday Campaigns that Make Customers Feel Special

Idea #1: Send a Gift with No Strings Attached

No matter what it always feels good to receive a gift just because someone appreciates you. It’s important to select a real gift with value that doesn’t require all kinds of hoops to jump through just to get it. Use the gift campaign as an opportunity to thank your customers for their loyalty. You can ask for some type of action to receive the gift, but make it simple and gracious. For example, a free item/service with any visit to your shop, special commemorative gift for donors, or home-baked goods delivered with your holiday card will all make a positive impact. Even in today’s fast-paced digital world, good will goes a long way.

Idea #2: Host a Thank You Party for Your Most Dedicated Clientele

Make an impact by throwing a holiday party only for very special customers every year. If embarking on this plan make sure it’s classy and not designed around pushing sales while clients are at the party. There is no better way to engage with and learn more about your clientele than enjoying a cup of holiday cheer together. It would certainly be acceptable to offer a VIP discount for products/ gift certificates during the evening, but using a soft and unobtrusive approach would be best.

Idea #3: Become a Drop-Off Site for a Give-Back Campaign of Your Choice

Offering your facility as a charitable drop-off site gives people the opportunity to interact with your company in a very different way. Trust me, the amount of loyalty and goodwill an event like this generates will shock you. Whether it’s a food drive, Toys for Tots, clothing drive, or gift drive for local military officers that can’t get home, make sure it’s a cause that’s close to your heart. It’s a great opportunity to involve your employees in the selection of the cause, organization of the event, and to experience the great feeling that comes from helping others.

Idea #4: Focus Campaign around Guaranteed Completion by Specific Holiday Deadlines

People are stressed at the holidays with way too much to do in too short of a time frame. Make their lives easier by guaranteeing your service/product will be complete or delivered on deadline. A few examples could include kitchen remodeled in time for their holiday visitors, new carpet in time for their big holiday party, or cleaning service available with only 24 hour notice for last-minute holiday get-togethers. Consumers have plenty of options, but not everyone will work around what’s important to them and guarantee it. This approach is an excellent call to action that will make you stand out against your competition.

Idea #5: Announce your holiday hours

Are you open later or on special days, do you have a calendar of events leading up to the holidays, do you have services during special times or in additional locations?  Create content that invites your client to participate and educates them on the details of what, when and where. Don’t forget times, locations, dates, and all the specifics that matter most as well as websites, phone numbers and email addresses that are relevant.   Always read your content like the recipient who has never met you before to make sure you have answered all the questions before they are asked.

Ready to give EDDM a try? Set-up is a snap and we offer dedicated support every step of the way. Remember, at Three Dog Logistics we take the bite out of postage and freight. Visit or call 410-284-5494 extension 340 to schedule a complimentary consultation today.