Mistakes to avoid in your Christmas mailing (and how to avoid them)

The holiday season is the perfect time to thank customers and associates, as well as to raise the profile of your brand. Yet something often goes wrong with Christmas and end-of-year mailings. In the rush of December, mailings are sometimes sent too quickly or thoughtlessly. The result: less impact, or even irritation with the recipient. In this blog, we discuss the most common mistakes - and how you can easily prevent them.

• Starting planning too late

Many organisations do not start their mailing until December. By then, it is often too late: printing and mailing take time and digital campaigns need preparation.

Solution: Start planning your Christmas campaign at least six to eight weeks in advance. That way, you will keep space for design, production and testing.

• No clear target group or segmentation

Sending one generic mailing to everyone seems efficient, but often misses the mark. Not every relationship or customer has the same wants or needs.

Solution: Segment your database. Think loyal customers, new leads or business contacts. Adjust your message and tone of voice accordingly.

• Too little personalisation

A standard Christmas greeting feels impersonal. Personalisation is a powerful tool especially during this period.

Solution: Add names, reference previous purchases or highlight the relationship you have. Even a small personal touch increases engagement.

• Overloaded with text or design

A long, crowded mailing scares off. The message gets lost in an excess of words or busy visuals.

Solution: Keep it clear. One clear message, supported with an attractive design and a clear call-to-action works better.

• No clear call-to-action

Many Christmas mailings end with a friendly greeting, but forget to activate the reader. This is a missed opportunity.

Solution: Always include a logical next step. Think "Discover our end-of-year solutions", "Schedule an appointment" or "Check out our Christmas discount".

• Wrong timing

A mailing that arrives at 5pm on 24 December is often not read.

Solution: Send earlier in December and test which time works best for your target audience. For business relations, early December is often ideal.

Conclusion: the right approach makes all the difference

A good Christmas or end-of-year mailing requires planning, personalisation and a clear message. Avoid the common mistakes and make sure your mailing strikes the right chord.

Want inspiration or professional support?
– Check out our Christmas and year-end mailings and discover how we bring your message to life festively and effectively.