The 12 Days of Direct Mail

No matter what your persuasion—religious, ethnic, or otherwise—you most likely have heard (some would say “been assaulted by”) the “The 12 Days of Christmas” song during the holiday season. The earliest known printed version of the lyrics appears in a 1780 children’s book called, “Mirth Without Mischief.” The titular “twelve days” refers to the period between Christmas Day (December 25) and Epiphany (January 6), which marks the arrival of the Magi to visit Jesus. The version most of us hear—from Halloween until the 25^th,  it now seems—was set to music by English composer Frederic Austin in 1909. He is responsible—for good or ill—for the current lyrics and melody.

The song follows what’s called a “cumulative structure,” building on previous verses, which made it effective as a memory game. So, in essence, it began as a secular memory tool that evolved into a Christmas tradition, with its religious connections coming later rather than being inherent in its origins.

Today it remains a well-worn Christmas carol, with opinions divided as to whether people find it delightful or tedious. The media, of course, has fun with it each year by determining the cost of the 12 gifts in current dollars. (For the record, the total cost of the gifts noted in the holiday carol for 2023 was $46,729.86. And while there are many variables, we can guarantee you that direct mail is far more valuable and economical than these “gifts.” In fact, DM is the gift that keeps on giving.)  

For our purposes here, we are most interested in its “memory game” characteristics, and not religious connotations. It just might be that, in this form, marketers the world over will have an easier time remembering all the direct mail items that can be used every day of the year—and not just during the holidays.

On the first day of Christmas, Printing for Less gave to me:

1. A Postcard for Something That Is Free
   Whether you’re a marketing professional in an enterprise, a small business owner, a real estate agent, or a landscaper, postcards can enhance your promotional strategies—including “Buy One, Get One Free” or “Call Now to Claim Your Free Sample.”
2. Two Targeted Letters
   Marketing manager, entrepreneur, non-profit organizer, retail business owner, whomever, mastering the art of direct mail letters—personalized and to a target audience—can help you connect with customers and prospects in a meaningful way.

3. Three Bold Brochures
   While perhaps a bit more costly than digital methods, brochures and catalogs deliver real value, providing the space to showcase your products or services in bold colors and imagery to connect with prospects and customers. 
4. Four Business Cards
   Despite it being a digital world, there are times when only a physical introduction will do. The venerable vehicle for that has been the business card, which can spark a memorable connection between a prospect and your brand.

5. Five Eye-catching Envelopes
   While it’s what’s inside that ultimately counts, recipients often judge the importance or value of mail by the envelope. Wow them with unique and eye-catching envelope designs that make a great impression to ensure they get opened.
6. Six Captivating Catalogs
   Direct mail catalogs remain a powerful tool for engaging customers and driving sales. With their ability to showcase products in a visually appealing format, catalogs—like their brethren, brochures—can truly captivate recipients in a unique way.
7. Seven Nurturing Newsletters
   Printed newsletters are great for building relationships and providing ongoing value for your customers. By educating and entertaining, they have long provided businesses in all industries with an effective way to build, then nurture, relationships with the target audience.

8. Eight Custom Calendars
   Sending out a calendar created just for your business is a simple yet excellent way to keep your brand top-of-mind all year long. They offer practical use and engaging design, making them a thoughtful choice.  
9. Nine Nifty Notepads
   The simple notepad—of any size and shape—is a nifty choice in today’s highly competitive business environment. It enables you to stand apart with both current and potential customers. Who doesn’t need one? 

10. Ten Dimensional Mailers
    While all dimensional mailers have their physical nature in common, there are many different types to choose from. From product sample mailers to special event invitations, dimensional mail can create memorable experiences, drive engagement, and strengthen relationships with your target audience. 
11. Eleven EDDMs
    The USPS’s ‘Every Door Direct Mail®’ (EDDM®) service lets you market local by connecting with the right people, at the right time, with the right message. It is one of the best tools for cost-effectively reaching customers in a geographical area.
12. Twelve Tangible Results
    There are certainly more than a dozen reasons why direct mail’s is so successful, but many sing its praises for providing a tangible, physical touchpoint that digital marketing cannot replicate. It can be personalized, targeted, and integrated into a broader marketing strategy. By leveraging the strengths of each type of direct mail and focusing on clear, engaging messages, businesses can create powerful campaigns that drive results.  

The Printing for Less teams wish you all the best of the season.