The perfect timing: when to send which direct mailing?

A direct mailing can be so creative or eye-catching - if it is timed wrong, the impact can be minimal. The right message at the right moment determines whether your mailing will be opened, remembered and followed up. In this blog, we take you through the smartest sending moments for direct mail, per season and per target. With practical examples, psychological insights and tips from our own campaigns.

Direct mail by season: what works when?

Timing is partly strategic, partly psychological. Seasonal influences determine not only your target audience's agenda, but also their mood, focus and need for information or surprise.

Winter - Rest, reflection and space for attention

WhenDecember to February
What works:

New Year's wishes With a personal message.
End-of-year gifts In the form of a storage object.
Thanks for employees or customers after the completion of a successful year.

Why now:

People make space for reflection during this period. The digital overload around Christmas actually makes a physical card stand out. The surprise effect is great, especially if others have already stopped sending.

————————————————————————————————————————————————————————————————————————

Spring - Renewal, energy and restart

When: March to May
What works:

Spring promotions or Easter surprises In fresh colours.
Follow-up mailings after a trade fair or event.
Onboarding campaigns for new employees.

Why now:

Spring symbolises new beginnings. People are more active, making plans and open to new collaborations or suppliers. The mail rush is also lower than in December, so more likely to get attention.

Summer - Light, airy and holiday feeling

When: June to August
What works:

Summer cards or giveaways For example, a mini summer package.
Mid-year updates or memories.
Recruitment campaigns focused on the new school year.

Why now:

Many companies pause campaigns in the summer. This actually makes it attractive for you to be visible. Especially if you capitalise on the holiday spirit or use 'light' communication.

Autumn - Structure, renewed focus and preparation

When: September to November
What works:

Reactivation campaigns for dormant customers.
End of year preparations (What are you giving your customers this year?").
Internal involvement: Think Employee Day or a team day.

Why now:

Autumn feels like a second New Year's resolution. Companies are pulling schedules tight, campaigns are starting up and many decision-makers are accessible again. Perfect time for a message that spurs action.

Direct mail by objective: targeted sending

Besides seasonal influences, your goal also determines the right shipping moment. Here are some common scenarios:

New customers or leads

Send an eye-catching mailing within 7 days after a contact moment, exhibition or intake. Delay = loss of momentum.

Relationship management

Subtly remind customers or partners of your presence without being intrusive. For example, during holidays or quiet periods.

Showing appreciation

A thank you or congratulations always does well, if sincere and at the right time. Choose an important internal moment such as an anniversary or retirement.

Stimulating action

Do you want the recipient to do something? Then provide urgency. Think about two-step campaigns with a teaser followed by a call-to-action.

Summary: timing is tactics

A successful direct mail campaign requires more than just a nice design. It is about the right message, at the right time, to the right person. By responding to seasons, internal milestones and marketing calendar, you increase the chances of response, appreciation and results.

Want to know more or spar about your shipping moment?

At LocoMail, we not only think about the design, but also about the strategic timing. Wondering what's best for your target audience?

View all our direct mailings!