It’s A Gift: How to Elevate Holiday Campaigns with Direct Mail
The holidays may seem far off, but for marketers in the know, Q3 is the critical moment to plan your holiday campaigns. In the recent “It’s a Gift” virtual event, PFL’s Kristina Gray and Laura Phillips walked through the creative strategies and proven tactics any brand can use to add direct mail to their seasonal mix—and deliver results across every stage of the customer journey.
Direct Mail Formats for Every Buyer Stage
The session kicked off with holiday season forecasts: Roughly half of consumers expect to spend about the same as last year, but Gen Z and millennials show the highest intent to increase holiday spend. That means marketers would be wise to engage both their loyal base and new prospects through tailored communications.
Gray and Phillips broke down ideas for integrating direct mail through each phase:
Awareness: Use bold visuals on formats such as postcards, flyers, menus, or mini catalogs to maximize reach and recognition. The PFL team recommends Every Door Direct Mail (EDDM) for local targeting, allowing brands to reach every household in select areas cost-effectively. A standout example: State Bank of the Lakes sent festive, inclusive holiday mailers featuring both a URL and QR code for easy digital tracking—a simple form of A/B testing to see which channels spark the most engagement.
Consideration: Guide buyers with educational, personalized content—think targeted letters with early offers, mini-catalogs, and postcards. One example is a fall-season letter from Modern Milkman, featuring farm partner logos, bold coupons, and an explanation of how the process works. Another one is a clever Halloween-themed payroll solution mailer that AB-tested QR codes and calls to action.
Expert tip: Incorporate social proof such as logos or testimonials to build trust and use segmented lists for sharper targeting—supported by PFL’s demographic and industry-specific data solutions.
Conversion: Inspire prospects to act with personalized letters, impactful postcards, and substantial catalogs. Gray showcased Blue Cross Blue Shield’s campaign using variable data printing, QR codes, and tear-offs, all of which ensures that recipients feel known and provides several easy paths to respond. For e-commerce brands, an abandoned cart postcard with exclusive offers can nudge nearly converted shoppers over the line.
Expert tip: Direct mail works exceptionally well as a decisive follow-up tool—especially after trial windows or cart abandonment.
Customer: A heartfelt thank-you note—say, a holiday card sent to animal shelter donors—reinforces wise purchase decisions and starts building an emotional connection right away. The power of a true signature (whether real or expertly printed) shouldn’t be underestimated in making new customers feel valued.
Expert tip: Include a loyalty offer or referral incentive with each welcome, giving excited customers a reason to advocate.
Retention: Personalized wall calendars, gift mailers, and greeting cards keep relationships warm. Gray noted her favorite: A custom postcard featuring the customer’s pet, using variable image printing and bold calls to action. Retailers can take a page from Macy’s gold star program—VIP perks and personalized coupons go a long way.
Expert tip: Personal touches, especially handwritten notes or tailored graphics, foster lasting loyalty.
Advocacy: Transform happy customers into true advocates. Phillips described PFL’s own brand ambassador kits—bubble mailers with event gear, timely guides, and surprise gifts—that prompt social sharing and reaffirm brand value. Timing these thoughtful touches around renewals or major milestones keeps excitement high and engagement rolling.
Top Takeaways for Holiday Direct Mail
The two PFL direct mail experts concluded that direct mail cuts through digital . Creative formats and integrated tracking make campaigns tangible, memorable, and easy to attribute. And that personalization matters more than ever. Custom messaging, variable printing, and digital integration (QR codes, URLs) turn mailers into conversion powerhouses.
The also urged attendees to integrate offline and online tactics. The most effective campaigns are those in which direct mail amplifies and tracks alongside digital marketing—using geographic data, A/B tests, and omnichannel ideas.
And when asked about the single most impactful customer journey stage, Phillips emphasized that awareness is especially powerful if a brand is looking to expand reach, but “personalized outreach for existing customers is equally valuable for building repeat engagement.”
Phillips further recommended that, to maximize ROI, planning ahead with unique URLs, QR codes, and UTM tracking is essential so marketers can see which channel or channels deliver the best results.
Coming Up!
Now Is the Perfect Time to Start Prepping You Holiday Gifting Strategy For 2025
In this virtual session, we’ll explain why now the perfect time is to get going with your direct mail loyalty gifting strategy for the 2025 holiday season—and how to do it with a bang. Join Amber Sikkink, Director of Merchandising & Creative Services , PFL, and Kricia Storms, Director, Product Marketing, Customer Engagement to learn why—with consumer expectations shifting, mailboxes filling up, and production timelines tightening—brands that want to see some real success this holiday season need to start planning now.
Save Your Spot Today
Wednesday, September 24, 2025
1:00 – 1:30 PM Eastern Time
For a Happy Holiday, Plan for Loyalty Gifting Now
