How to create a comprehensive Christmas campaign

By Isla Munro

5 minute Read


  • Insight

Christmas is in the air! Festivity and cheer are spreading through the city. Christmas markets are opening their gates, shops are putting out their Christmas window display and streets are glittering with fairy lights. People everywhere are overwhelmed with these Christmas messages – so how can you make yours stand out? Emails of adverts for the perfect Christmas gifts and promotional offers to meet Christmas budgets are starting to come from every platform. Heaps of Christmas cards fall upon Christmas mailers through letterboxes day after day. How can your company cut through the noise? Here’s the Dragonfly Agency’s guide to a comprehensive Christmas campaign:

Use an omni-channel marketing strategy

The first step to a well-planned, comprehensive Christmas campaign is to ensure it’s recognisable. This means developing an omni-channel strategy, one that covers all your targeted areas of marketing. Include digital and direct to say the least. If your biggest revenue-generating platform is TV, ensure your Christmas campaign has a TV advert. Simple enough? Even something as easy as following up a mailing campaign with an email aimed towards those who didn’t engage the first time can be wildly effective at provoking engagement.

Pay special attention to timing

You can understand then why timing is everything. Each component of your strategy needs to work in time with its complementary components. Make sure your mailing is going out at the right time so it reaches people’s homes at the same time the rest of your campaign has gone live. This will help people recognise your advert, and you’ll stand out from the crowd. If you’re sending a follow up email, make sure you’ve given them an appropriate amount of time to engage with their mail. If you’ve included a call to action to go online to a specific URL, or to use a code, make sure those components are already functioning before you mail those pieces. Without accurate timing in place, your omni-channel strategy will fall flat.

Get creative with design and format

Don’t forget design! The logic and planning that needs to go into creating an omni channel strategy and to ensure the timings are perfect can make everything seem quite logistical. Get creative with your creative! Your piece still needs to stand out from the crowd. Use previous mailings to decide which styles are most effective with your audience and build from that. A print piece that is well crafted with complimentary colours, luxurious quality paper and an overall interactive and eye-catching design will be a winner in the Christmas mail pile.

If you need help with your Christmas mailings, please get in touch as soon as possible.

Isla Munro image

About the author

Isla is an experienced Managing Director, marketeer and leader. Driven by creative data led solutions, she takes pride in providing the best direct marketing campaigns and strategies. As Dragonfly’s Managing Director, her goals include delivering growth not just for her clients, but her team too. Isla sits on the Royal Mail Strategic Mailing Partnership board and the DMA Scotland committee and has spoken at many industry events on topics including GDPR and direct marketing.