It’s officially November, which means the festive season is here! If you’re in the travel industry, now is the ideal time to plan targeted direct mail. Let’s not just cut through the digital noise; let’s build a strategy that pairs your digital activity with direct mail, creating multiple touchpoints and yielding high returns this holiday season!
Direct mail offers unique engagement, emotional connection, and a high level of personalisation, especially during the festive period, making it an ideal channel to promote off-peak travel.
Now, you might be wondering: Why focus on off-peak timings during the holiday season? Stick with me—I promise this will all make sense. Before we dive in, I’ll explain exactly why off-peak travel promotions work during the holiday season.
Why Use Seasonal Direct Mail for Off-Peak Travel?
Travel companies often face the challenge of maintaining steady bookings during off-peak periods, and here’s where seasonal direct mail shines. By sending targeted, time-sensitive offers directly to your audience’s doorstep, you can inspire them to consider a holiday break they might not have otherwise planned.
- Increased Off-Peak Travel Intentions: A study by the Post Office found that 40% of holidaymakers plan to travel out of season to save on costs (The Scottish Sun).
- Last-Minute Bookings Driven by Weather: British travellers often book last-minute holidays to escape poor weather at home. For instance, during a cooler and wetter-than-average summer, there was a significant rise in bookings for trips starting within the next 90 days (Financial Times).
- Preference for Off-Peak Destinations: Certain UK destinations, such as the New Forest in Hampshire, are popular choices for autumn breaks, indicating a trend towards off-peak travel within the UK (The Sun).
- Post-Christmas Booking Surge: Many UK travellers plan their holidays immediately after the festive season. A survey by TUI revealed that 12% of respondents book holidays after Christmas because they feel exhausted and find booking a holiday energising (TUI).
- Early-Year Planning: The period following Christmas and New Year often sees a spike in holiday bookings, as people look forward to breaks in the new year. This trend suggests that marketing efforts for off-peak travel should intensify immediately after the festive season.
Having said this, now is the perfect time to start planning your off-peak campaigns and wrap up with a festive offer to promote quieter season travel!
The Misconception About Direct Mail Costs
A common misconception is that direct mail is costly. However, with a highly targeted data approach, direct mail is cost-effective, delivering a higher ROI than many digital channels. Campaigns can be customised to reach specific customer segments, making them highly relevant and valuable to the recipient. Plus, a targeted approach based on outcomes ensures each campaign reaches those most likely to book. In fact, JICMAIL’s latest data shows that over 94% of direct mail is engaged with in the UK, underscoring its effectiveness in capturing attention.
The Power of Engagement: Connecting Emotionally with Direct Mail
Direct mail allows you to tap into emotions, making it a highly effective channel for the travel industry. Imagine a beautifully designed mailer featuring a serene beach destination, coupled with a personalised note inviting the recipient to “escape the winter blues.” Direct mail offers a unique opportunity for storytelling and emotional appeal, making the recipient envision their future travel experience, which is a powerful motivator in converting bookings.
When Should Travel Companies Use Seasonal Direct Mail?
Timing is everything. The key to successful off-peak direct mail campaigns is to plan ahead and reach out before peak-season prices drive higher demand. November is an excellent month to launch these campaigns, as it allows you to offer exclusive early-bird or “limited-time” discounts to entice holidaymakers who are open to non-peak travel periods.
Step-by-Step Guide to an Omnichannel Off-Peak Travel Campaign
Now that we’ve covered why seasonal direct mail is essential for travel campaigns, let’s dive into the details of building an omnichannel strategy that maximises reach and conversions. By integrating direct mail with digital channels, you can stay top of mind for potential travellers and drive more effective results. Here’s a step-by-step approach for travel companies:
1. Identify Your Target Audience and Season
- Audience Segmentation: Start by segmenting your audience based on travel preferences, past booking behaviour, and likelihood to travel during off-peak seasons. Key segments might include young professionals looking for weekend getaways, retirees seeking quieter holiday times, and remote workers who can travel year-round. At Blue Market Media, we specialise in granular customer profiling and targeting, ensuring your campaigns reach the most relevant audiences with personalised offers.
- Testing with A/B Campaigns: If you’re running digital ads, divide your audience into two groups for A/B testing:
- A: Run a broad brand awareness campaign with an enticing offer aimed at a general audience to cast a wide net.
- B: Launch a targeted campaign focusing on a refined audience segment, such as by location, past behaviour, or retargeting data.
- Direct Mail Timing Strategy: Begin with a door-drop campaign to establish awareness, then follow up with a hyper-targeted direct mail piece for high-intent segments. A study by JICMAIL found that 72% of people remember receiving direct mail for travel services when other touchpoints are involved. Brands using multichannel approaches often see up to 39% higher conversion rates than those using a single channel.
2. Craft a Compelling Direct Mail Piece
Creating an impactful direct mail piece is crucial for campaign success. At Blue Market Media, we prioritise strong creative by offering eye-tracking software as a free service for all our campaigns, ensuring your design stands out and communicates effectively.
To build credibility, it’s beneficial to integrate JICMAIL statistics, as data shows that 70% of recipients engage with travel-related direct mail. Including credible elements like these statistics or testimonials enhances trust and reinforces the value of your offer. Additionally, incorporating well-designed QR codes serves as the digital bridge, seamlessly moving customers to the next step in their journey. A thoughtfully placed QR code, linked to a tailored landing page, video, or booking site, makes it easy for recipients to learn more and take action.
Using engaging imagery, personalised offers, and clear calls-to-action (CTAs) further enhances the mail piece. A postcard offering “20% off your winter getaway” or “Book by December to save!” can capture attention with a sense of urgency, prompting customers to scan the QR code and continue their journey with your brand. This integration of digital touchpoints elevates the direct mail experience, transforming it into a dynamic, interactive piece that drives conversions.
3. Coordinate with Digital Channels
To reinforce your message, carry over the same imagery and offers to digital platforms. When recipients see your brand across multiple channels, they’re more likely to engage. Here’s how to integrate effectively:
- Social Media and Retargeting Ads: Design retargeting ads that match your direct mail visuals and offers. Consistent messaging across Facebook, Instagram, and Google Ads ensures your audience doesn’t miss the offer.
- Email Campaigns: For those who don’t immediately respond to the mailer, follow up with an email highlighting the same offer, creating a seamless experience across channels. Consider offering a “limited time” CTA to spark urgency.
4. Incorporate Mobile-Friendly CTAs
Encouraging direct mail recipients to engage digitally is crucial for moving them further along the customer journey. A simple yet effective way to do this is by incorporating mobile-friendly CTAs, such as QR codes or short URLs, which direct recipients to a seamless, mobile-optimised booking page. The effectiveness of this approach is clear; according to a survey by the Direct Marketing Association, 45% of direct mail recipients visit a brand’s website after receiving a mail piece that includes an accessible digital link, with many acting on impulse. (Source: Direct Marketing Association, 2023).
QR codes are especially powerful, as they allow recipients to access further information or booking options instantly by simply scanning with their mobile devices. When well-designed and strategically placed, QR codes eliminate the friction of typing in URLs, making it easier for customers to act on limited-time offers, complete forms, or explore personalised travel packages. In fact, according to JICMAIL, 42% of UK consumers report using QR codes on mail pieces, showing their growing acceptance and effectiveness. (Source: JICMAIL, 2023). By integrating these digital touchpoints, travel brands can encourage engagement in a way that feels both effortless and personalised, guiding customers seamlessly from print to digital.
5. Follow Up with Email Reminders
Following up with an email after your direct mail piece has landed can significantly boost response rates. Timing is key: sending a follow-up email within one to two weeks after the mailer reaches your audience serves as a gentle reminder to those who may have
Direct Mail as a Key Player in Omnichannel Travel Campaigns
As you strategise to capture off-peak bookings, remember that direct mail doesn’t stand alone; it performs at its best as part of a well-coordinated omnichannel approach. When direct mail is combined with digital touchpoints like social media, email, and retargeting ads, it creates multiple points of contact that keep your brand top of mind for potential travellers. This approach allows you to engage audiences from various angles, increasing the likelihood of conversions.
For travel companies looking to optimise budgets while achieving significant results, seasonal direct mail is a highly effective solution. It’s not just about filling flights and hotel rooms; it’s about crafting memorable experiences that drive customer loyalty and encourage repeat bookings. Direct mail offers a unique opportunity to emotionally connect with customers, delivering personalised offers directly to their homes and inspiring them to consider an off-peak getaway.
So, this holiday season, let Blue Market Media help you reach the right people .Direct mail can help you achieve not only your booking targets but also build lasting relationships with travellers who value meaningful and thoughtfully crafted experiences.