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Running a Black Friday Direct Mail Campaign: Start Now!7:00 am


By Kristen Dabrio

Running a Black Friday Direct Mail Campaign: Start Now!As one of the biggest and most important shopping days of the year for many businesses, Black Friday should be given a lot of time and attention when it comes to developing a marketing strategy. Since Thanksgiving is less than a month away and Black Friday continues to invade turkey day, now is the perfect time to focus on running a direct mail campaign. Direct mail campaigns take some time and preparation, so getting started early is always a good idea, especially when it comes to such a massive shopping day. Make sure you’re prepared for Black Friday and don’t leave anything until the last minute.

Preparation is one of the most important things when it comes to getting out a direct mail campaign for Black Friday. You will need time to make sure that you have your mailing materials in order and that you can get it all sent out a couple of weeks before Black Friday. Keep in mind that you might need to spend time securing a mailing list, getting materials approved, and making sure everything is printed out ready before you can send everything out. Black Friday can potentially bring in a lot of business and keep people invested in your company for the rest of the year, so do your best to stay on top of everything.

Your Black Friday direct mail campaign will be a bit different from regular campaigns because your customers will be expecting big deals. Black Friday is all about over-the-top offers and savings, so you’ll have to find a way to stand out from the crowd. Make your best deals available during this time and make sure they top your previous offers. Customers might not waste time on something they know has been available outside of the holiday season. For example, no one is going to fight the Black Friday crowds for a toaster that’s going to be the same price a few days after the holidays. This is the time when you really need to give back to your customers and let them know your company will help them save money, or else they will go somewhere else.

Your direct mail campaign for Black Friday should reflect an urgency to redeem on that day. The day after Thanksgiving is usually a one-day sale, so recipients of your direct mail offer should feel the need to head out on Black Friday. This is achieved by making sure your promotions are only valid on Black Friday and that they’re good enough to get people moving. The best way to get people moving is to make your direct mail piece something that can be brought into stores for a discount or to use as a coupon. This will give people extra incentive to redeem your offers at your physical location and will help them organize their shopping day in advance.

Another great idea for your direct mail piece is to send something that serves as a physical reminder of your Black Friday deals. If you mail something like a magnet or a postcard, these things can easily be stuck on a fridge as a daily reminder up until Black Friday. If someone has seen your offer several times before the actual sale, they will be more likely to keep your company in mind on Black Friday. As long as your offer is good, people will head over to redeem them.

The most important thing to keep in mind concerning your Black Friday direct mail campaign is to keep in mind the needs of your customers. Do your research and figure out what you can offer them that other companies aren’t. Even if your deals are only slightly better, you can still beat out your competition. Get creative and build a campaign that is different from what you’ve done previously in the year.

There are only twenty-eight days between now and Black Friday, so spend this time wisely. Use your Black Friday campaign to set the tone for the rest of the holiday shopping season and realize the importance of this day. People are ready to spend, so make sure you’re in on the action!

Image courtesy of freedigitalphotos.net.

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