Planning a direct mail campaign can feel overwhelming, especially around the holidays. You want your message to stand out, arrive on time, and get results. But where do you start?
The truth is, successful direct mail doesn’t come from luck or guesswork. It comes from a few simple habits that make every piece more personal, more timely, and easier to respond to.
At Schreur Printing & Mailing, we’ve been helping businesses of West Michigan and beyond send mail that works. Whether you’re mailing a holiday postcard, a year-end appeal, or a customer thank-you, these tips will help you get better results with less stress.
1. Time Your Mailing to Arrive When It Counts
Timing is everything. Send your mail too early and people forget it. Send it too late and it gets buried under a pile of holiday catalogs.
If you want your mail to reach homes before the holidays, plan backward from your ideal arrival date. Give the post office at least 3 to 5 business days to deliver your pieces, and a little longer if you’re mailing across the country.
For business audiences, try to send before Thanksgiving. Once December hits, office mail tends to slow down. For consumer audiences, early December is usually perfect.
The key is to plan early. A well-timed message has a much better chance of being opened and remembered.
2. Make It Personal
People notice when a piece of mail feels like it was made for them.
Something as simple as using a person’s name can make a huge difference. A postcard that says, “Hi Tom, thank you for supporting local business this year” feels more genuine than one that says, “Dear Customer.”
Put it this way:
“When mail feels personal, when it includes a name, a local reference, or even a small detail that shows you know the person, it feels real. It feels like it came from someone who cares.”
Personalization goes beyond names. You can adjust your message based on what your audience cares about, what neighborhood they live in, or even what they’ve bought before.
And don’t underestimate the power of small touches. A real stamp, a handwritten-style font, or a return address that looks familiar can make your mail feel friendly and trustworthy.
3. Keep the Design Clean and Seasonal
A great design gets attention without trying too hard. Around the holidays, that can mean simple, warm, and easy to read.
Pick one message and make it the focus. Too many graphics or competing offers can overwhelm people.
If you want to add a festive touch, try subtle seasonal elements—like metallic ink, soft textures, or a rich color palette. These little details make your mail look thoughtful instead of overdone.
And remember: white space is your friend. It helps your message breathe and keeps the design from feeling cluttered.
4. Make the Next Step Simple
When someone picks up your mail, what do you want them to do next?
That question might sound basic, but it’s the one most often overlooked. The easier it is to take action, the better your response rate will be.
If your goal is to get people to visit your website, add a QR code that leads directly there. If you’re promoting an event, include a short, easy-to-type URL or a phone number they can call.
As I often say:
“You don’t want people to work to respond. You want to make it simple for them to take the next step.”
That one rule can make the difference between mail that gets tossed and mail that gets results.
5. Track What Happens
If you’re going to invest in direct mail, it’s worth knowing how it performs. Tracking doesn’t have to be complicated—just intentional.
Use tools like custom URLs, QR codes, or unique phone numbers to measure responses. You’ll see how many people engage, which offers work best, and when your audience tends to act.
Tracking also connects your print and digital efforts. For example, when someone scans your mailer’s QR code and visits your site, you can follow up through email or online ads.
At Schreur, we print and mail everything in-house, so you get one team handling both sides of the process. That means better consistency, faster turnaround, and clear reporting.
6. Combine Mail and Digital Marketing
The strongest campaigns use both print and digital together.
Think about sending a postcard before launching an email series. That first touch in the mailbox makes your name familiar before your email even lands. Or, run social media ads that match your mailer’s look and message to reinforce what people already saw.
Print catches attention. Digital keeps the conversation going. When you use both, your audience sees you more often and remembers you longer.
7. Work With a Local Printer Who Understands the Details
Direct mail has a lot of moving parts—design, printing, addressing, sorting, and delivery. The process is smoother when it’s all handled under one roof.
At Schreur Printing & Mailing, we take care of everything from design to drop-off. Our 3-step process keeps it simple:
- Design your piece with a clear message and strong call to action.
- Print in-house for quality control and quick turnaround.
- Mail using verified lists and the most efficient delivery routes.
When you work with a local printer, you’re not just another job ticket. You’re a neighbor, and we treat you that way.
Ready to Start Your Holiday Mailing?
A smart direct mail campaign can help you stand out in the busiest season of the year. Plan early, make it personal, and keep your message clear.
If you want help creating mail that’s easy, effective, and right on time, our team is ready to make it happen.
Printing should be easy—and with Schreur, it is.