5 Ways to Supercharge Black Friday Sales With Direct Mail Marketing

Why direct mail is a game-changer for Black Friday (and every holiday).

With inboxes overflowing and digital ads often ignored, direct mail marketing stands out. Did you know that 84% of brands say direct mail delivers the best ROI during the holidays? Unlike digital ads that vanish with a scroll, direct mail sticks around on kitchen counters or pinned to the fridge, keeping your brand top of mind. Customers trust it, too. 65% are more likely to engage with direct mail from a brand they know. That's why more businesses are doubling down on direct mail services during the holiday rush. 

Here’s why direct mail campaigns work for the holidays:

• It stays visible: Unlike digital ads, direct mail postcards stay in view and in mind. With inboxes getting flooded this time of year, direct mail avoids the dreaded “delete all” button, keeping your message front and center
• It reaches everyone: 72% of marketers use direct mail in their campaigns each year. Mail is perfect for reaching older demographics who aren't glued to screens, or for those who have opted out of other digital marketing forms.
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Wrap direct mail into your omnichannel plan

When direct mail up with email, social, and SMS, it creates a seamless customer experience. It bridges the digital and physical worlds, adding a personal touch that makes your Black Friday campaign pop. 

• Combine direct mail with email:
  ‍Direct mail and email are the ultimate team, for example. You might send the customer an offer via email, and then follow it up with a direct mail piece. Or flip it: start with direct mail and use email as a reminder based on what they’ve already seen. The timing’s key to making this combo really work.

• Use QR codes and custom links to track engagement:
  ‍Make it easy for customers to engage with your campaign by adding QR codes or personalized URLs to your direct mail. Direct recipients to your Black Friday landing pages, offer VIP access, and track their engagement in real time. This makes connecting the offline and online experiences effortless while capturing valuable data.
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Make your Black Friday direct mail shoppable with powerful CTAs

Jump into Black Friday with urgency! Use bold designs, clear calls to action, and exclusive deals to get customers moving fast. We recommend automating your direct mail campaigns and personalizing them for perfect timing – giving customers exactly what they need when they need it.

Here’s how you can make those CTAs turn browsers into buyers:

• Limited-time offers: Encourage action with phrases like “Shop now – 24 hours only!” or “Deal ends tonight!” Use your marketing automation platform (MAP) to trigger direct mail 48 hours before the sale starts, with a QR code linked to a flash sale landing page for easy tracking.

Example: Don't miss out! Scan the QR code for a flash sale and grab 50% off. Hurry, the deal ends at midnight!

• Early access deals for loyal customers: Make your most loyal customers feel special by setting up your CRM to segment and send early-bird offers through direct mail. The QR code can link them to an exclusive early-access landing page.

Example: “Hey there! You're one of our VIPs, and we've got something special for you. Get a head start on our Black Friday sale starting tomorrow. Scan the code and start shopping before everyone else. Just a little perk for being awesome!”

• Exclusive discounts for lapsed customers: Re-engage inactive customers with automated mailers triggered by your CRM. Send personalized mail with a unique QR code that unlocks a discount tailored to their previous shopping habits.

Example: How about sending each customer a direct mailer with their own unique QR code? It'll unlock a personalized discount on the products they love.

By making your CTAs clear and action-driven, you’re not only building excitement, but also guiding customers through a seamless omnichannel journey — from their mailbox to your store.

Get personal with your Black Friday direct mail

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85% have noticed better responses and conversions thanks to personalized messages based on purchase history and location.

What’s working:

• Special deals for returning customers
• Geographic targeting: Personalized maps that guide customers to their nearest store
• Product recommendations: Using past purchases to suggest relevant products tailored to individual preferences

Pro tip: Tailoring direct mail to customer behavior makes their shopping journey smoother and helps your brand stand out.

Direct mail is your Black Friday secret weapon

Black Friday is the time to make direct mail your go-to channel. With personalized offers, targeted engagement, and seamless integration into your omnichannel strategy. Drive record sales, engage more customers, and turn browsers into buyers – all while avoiding the delete-all email trap.

Ready to get started? Get in touch today and see how our direct mail solutions can help you dominate the holiday season.