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This is that time of year that flies by like a snowball whizzing by your head. Which means Black Friday is looming, and the high-stakes game of holiday selling and shopping begins. What could be the winning strategy—for both sides—is direct mail.
While the uninitiated might still believe physical mails is as outdated as the flip phone, clearly, it’s not, as the creative and innovative work done by major retailers—Kohl’s, Macy’s, L.L. Bean, etc.—can attest. Using this “old school” approach has shown results are nothing short of spectacular.
To illustrate, we have here 7 creative Black Friday direct mail campaigns from some of the world’s most famous brands—and some others. But this isn’t just about admiring pretty designs or clever copy. While it’s fun to just see what other marketers are doing, it’s also possible to extract actionable insights from the examples that you can apply to your own marketing strategies this year.
From the art of creating urgency to the science of personalization, these examples are a masterclass in direct mail marketing. Whether you’re a small business owner looking to make a big impact or a marketing professional seeking fresh inspiration, there’s something here for you. And they’re just fun to look through, as well.
Macy’s
This attention getting postcard uses the entire front of the postcard to display one clear call to action and QR code, leaving no confusion for the recipient.
Image Source: Who’s Mailing What
Ashley HomeStores
This mailer is a personalized letter sent in a double window envelope with a fake check to capture the attention of recipient in the mailbox.
Image Source: Who’s Mailing What
L.L. Bean
A classic catalog from a classic brand. On the back cover, notice the personalized Promo Code in pink and unique customer code in yellow, ensuring L.L. Bean can track the success of this specific offer and customer engagement. There is also a barcode for retail whosstores to use if the customer chooses to bring the office into a retail store.
Image Source: Who’s Mailing What
Ulta
The largest beauty retailer in the US sends multiple Black Friday direct mail campaigns, but this one aimed at loyal customers caught our eye. Ulta’s rewards program, Ultamate Rewards, gives exclusive members-only offers during the holiday season. This postcard boasts a simple $10 off offer and lets members know they can claim it either in-store or online.
Image Source: Who’s Mailing What
Hogan & Sons Tire and Auto
Local businesses see great success with Black Friday offers too! This local tire and auto shop knows their customers will be out in force over the holiday weekend, so their offers included oil change and brake specials, a free alignment check, and winter tire specials. Note how they included a map showing their locations, hours, and convenient payment options.
Image Source: Who’s Mailing What
Harley Davidson
El Patron Harley Davidson sent this personalized postcard with the recipient’s name on the front and a gift card offer, enticing a visit to the dealership for Black Friday savings. They utilized a friendly handwritten font to humanize the back, signed by a local team member.
Image Source: Who’s Mailing What
Kohls Corporation
This postcard mailer uses Cyber Monday to capture customer attention. This offer starts before Black Friday and gives shoppers the flexibility to purchase in-store or online. It uses bold holiday colors and fun holiday imagery to connect with shoppers.
Image Source: Who’s Mailing What
More Holiday Marketing Resources
Direct Mail: The Holiday Gift that Keeps on Giving
FREE Holiday Planning Checklist
