The holiday season isn’t just the busiest shopping period of the year—it’s also the most competitive. Last year, U.S. holiday retail sales reached record highs, with consumers beginning to shop earlier than ever. With Black Friday and Cyber Monday still drawing massive participation, brands can’t afford to take a “wait and see” approach.
The good news? By incorporating Programmatic Direct Mail into your holiday marketing strategy, you can cut through digital clutter and maximize incremental revenue throughout the season. Here are seven best practices for Q4:
1. Don’t Wait for the First Snowflake
Holiday shopping is no longer confined to after Thanksgiving. In fact, nearly half of consumers now browse or buy before November. According to PebblePost data, brands that launched their Programmatic Direct Mail campaigns in October see stronger performance throughout November and smoother inventory management during the Black Friday/Cyber Monday surge.
Takeaway: Kick off your holiday campaigns early. You’ll capture early-bird shoppers and spread out demand, preventing last-minute budget and inventory crunches.
2. Warm Up Your Audience Before the Winter Rush
If you haven’t already launched your holiday campaign, consider running a short prospecting push to engage new audiences. Even a few weeks of brand exposure can make a difference. For brands already in market, keep prospecting alongside your holiday campaigns to continue expanding reach and fueling performance.
Why it matters: More lead time improves attribution and ensures your mailer reaches consumers with enough time for them to act—maximizing impact.
3. Stand Out Like a Gift Under the Tree
Consumers are bombarded with digital ads during the holidays. Programmatic Direct Mail stands out because postcards remain in the home for an average of 17 days, earning multiple impressions over time.
According to McKinsey, nearly 25% of consumers consider print media (like postcards) among their top three channels when researching holiday purchases.
Why it works:
- Stability: Unlike digital CPMs that spike in Q4, the cost of Programmatic Direct Mail remains flat.
- Longevity: A postcard on the kitchen counter keeps your brand top of mind throughout the shopping season.
- Engagement: Programmatic Direct Mail pairs the measurable precision of digital with the staying power of print.
4. Be Merry, Bright, and Timely
When timing is everything, First-Class mail is your best bet. It ensures faster processing and delivery—perfect for holiday campaigns and always-on strategies, such as retargeting. After all, the key to driving conversions is reaching consumers right when their intent is highest.
While your exact mailing cadence will depend on the timing of your sales, it’s best to plan around the consumer decision cycle.
30 days
- Create a 30-day buffer between the last mail send date and the creative’s expiration date to spread the word about sales as early as possible.
14 days
- The ideal buffer between the last mail send date and the creative’s expiration date for specific, shorter promotions and sales periods, like the holidays
- Push promotions with offer codes (and expiration dates) to create a sense of urgency. Don’t forget to pause any creatives expiring within 14 days.
10 days
- The time you should give consumers to act on their Programmatic Direct Mail offer
- The last Programmatic Direct Mail send is usually two weeks before the sale ends. This is also when you should switch to a holiday-themed creative or turn it off, depending on whether you are promoting an evergreen product.
2–5 days
- Regardless of the sale or offer period, it takes up to five days for First-Class mail to arrive at homes. And then, it takes another few days for the consumer to act on the offer.
5. Make Creative Sparkle at Each Stage of the Buyer Journey
Not all shoppers are in the same stage of their buyer journey. Segment your audiences and align your creative accordingly. You can also run more customer retention and lifecycle campaigns to show your most loyal shoppers you care.
Pro tip: Scale these campaigns during the holiday rush to capitalize on high-intent moments.
6. Let Those Sales Snowball
It’s no secret that Black Friday and Cyber Monday are still prime shopping events. PebblePost data shows that when brands increase Programmatic Direct Mail spending in November, they see:
- 40% higher conversion rates
- 39% higher ROAS
- 244% higher incremental revenue
And because Programmatic Direct Mail costs remain stable, those increased conversions don’t come with inflated CPAs like digital channels often experience during high-demand periods.
7. Extend the Holiday Cheer (and Revenue)
Many brands make the mistake of winding down their performance marketing campaigns after Cyber Monday. But PebblePost research shows that conversions remain elevated until December 30. Shoppers are still buying—whether it’s for late gifting, year-end splurges, or spending gift cards.
Best practice: Keep campaigns running through the end of the year. Programmatic Direct Mail is particularly effective for retargeting, helping you capture incremental revenue from shoppers who engaged earlier in the season.
Wrap Up the Year with Programmatic Direct Mail
This holiday season will once again be defined by early shopping, rising digital ad costs, and record-breaking consumer spending. Programmatic Direct Mail gives brands a way to stand out, reach high-intent shoppers where they live, and drive measurable incremental revenue during Q4.
With the right strategy—launching early, scaling spend around Black Friday/Cyber Monday, timing campaigns precisely, and keeping momentum through December—you can make this holiday season your most profitable yet.
Ready to level up your holiday marketing strategy? Reach out to see how we can help you 4x your impact this season.
