Rieva Lesonsky says, “You’re getting your store ready for the holidays by putting out festive décor, developing an email marketing campaign, boosting your local search optimization and planning your social media attack. But one holiday marketing tactic that might not be on your radar could actually be highly effective: direct mail.

Direct mail influences holiday purchases for 77 percent of shoppers, a study by Epsilon reports. By comparison, just 41 percent of respondents say online banner ads influence their decisions.

Why the love for direct mail? Respondents say direct mail usually includes some kind of discount. They can take more time to review the offer than if it were online. Plenty of respondents enjoy looking at mailers in a leisurely fashion. And many say they simply get too many emails — direct mail cuts through the clutter.

Of course, you shouldn’t ignore digital marketing — 90 percent of respondents say they will go online or look at retailer emails as part of their holiday shopping. But the surprising popularity of direct mail means it deserves a second look”.

The Surprising Holiday Marketing Tactic Retailers Should Try

Small Business Trends

Sharing is caring