{"id":219920,"date":"2025-07-18T13:29:10","date_gmt":"2025-07-18T11:29:10","guid":{"rendered":"https:\/\/www.locomail.nl\/?p=219920"},"modified":"2025-07-18T13:29:10","modified_gmt":"2025-07-18T11:29:10","slug":"de-perfecte-timing-wanneer-stuur-je-welke-direct-mailing","status":"publish","type":"post","link":"https:\/\/www.locomail.nl\/en\/the-perfect-timing-when-to-send-which-direct-mailing\/","title":{"rendered":"The perfect timing: when to send which direct mailing?"},"content":{"rendered":"<h1>The perfect timing: when to send which direct mailing?<\/h1>\n<p>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.<\/p>\n<h2><strong>Direct mail by season: what works when?<\/strong><\/h2>\n<p>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.<\/p>\n<h3>Winter - Rest, reflection and space for attention<\/h3>\n<p><strong>When<\/strong>December to February<br \/>\n<strong>What works:<\/strong><\/p>\n<ul>\n<li><strong>New Year's wishes<\/strong> With a personal message.<\/li>\n<li><a href=\"https:\/\/www.locomail.nl\/en\/christmas-and-year-end-mailings\/\" target=\"_blank\" rel=\"noopener\"><strong>End-of-year gifts<\/strong><\/a> In the form of a storage object.<\/li>\n<li><strong>Thanks\u00a0<\/strong>for employees or customers after the completion of a successful year.<\/li>\n<\/ul>\n<p><strong>Why now:<\/strong><\/p>\n<p>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.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-186089 alignnone\" src=\"https:\/\/www.locomail.nl\/wp-content\/uploads\/2021\/08\/afbeelding-locomail-landingspagina-kerst-kerstboom-popup-300x167.png\" alt=\"Sample Christmas mailing End-of-year Christmas tree Pop-up card\" width=\"300\" height=\"167\" \/><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-186088 alignnone\" src=\"https:\/\/www.locomail.nl\/wp-content\/uploads\/2021\/08\/afbeelding-locomail-landingspagina-kerst-hexagoon-pennenbak-300x167.png\" alt=\"Sample End-of-Year Mailing Penholder With Calendar Direct Mailing\" width=\"300\" height=\"167\" \/><\/p>\n<p>&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;<\/p>\n<h3>Spring - Renewal, energy and restart<\/h3>\n<p><strong>When:\u00a0<\/strong>March to May<br \/>\n<strong>What works:\u00a0<\/strong><\/p>\n<ul>\n<li><strong>Spring promotions or Easter surprises <\/strong>In fresh colours.<\/li>\n<li><strong>Follow-up mailings<\/strong> after a trade fair or event.<\/li>\n<li><strong>Onboarding campaigns\u00a0<\/strong>for new employees.<\/li>\n<\/ul>\n<p><strong>Why now:<\/strong><\/p>\n<p>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.<\/p>\n<p><img alt=\"\" loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-219121\" src=\"https:\/\/www.locomail.nl\/wp-content\/uploads\/2024\/05\/foto-Julianahoeve-2-300x200.png\" width=\"300\" height=\"200\" \/> <img alt=\"\" loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-219120\" src=\"https:\/\/www.locomail.nl\/wp-content\/uploads\/2024\/05\/foto-Julianahoeve-1-300x200.png\" width=\"300\" height=\"200\" \/><\/p>\n<p>&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;<\/p>\n<h3>Summer - Light, airy and holiday feeling<\/h3>\n<p><strong>When:\u00a0<\/strong>June to August<br \/>\n<strong>What works:<\/strong><\/p>\n<ul>\n<li><strong>Summer cards or giveaways\u00a0<\/strong>For example, a mini summer package.<\/li>\n<li><strong>Mid-year updates\u00a0<\/strong>or memories.<\/li>\n<li><strong>Recruitment campaigns\u00a0<\/strong>focused on the new school year.<\/li>\n<\/ul>\n<p><strong>Why now:<\/strong><\/p>\n<p>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.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-13129\" src=\"https:\/\/www.locomail.nl\/wp-content\/uploads\/2019\/12\/Bijzonder-communicatiemiddel-direct-mail-flessenpost-300x99.jpg\" alt=\"Case Direct Mailing Bottle Post Paal 50\" width=\"458\" height=\"151\" \/><\/p>\n<p>&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;<\/p>\n<h3>Autumn - Structure, renewed focus and preparation<\/h3>\n<p><strong>When:\u00a0<\/strong>September to November<br \/>\n<strong>What works:\u00a0<\/strong><\/p>\n<ul>\n<li><strong>Reactivation campaigns <\/strong>for dormant customers.<\/li>\n<li><strong>End of year preparations<\/strong> (What are you giving your customers this year?\").<\/li>\n<li><strong>Internal involvement<\/strong><strong>:\u00a0<\/strong>Think Employee Day or a team day.<\/li>\n<\/ul>\n<p><strong>Why now:<\/strong><\/p>\n<p>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.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-142451\" src=\"https:\/\/www.locomail.nl\/wp-content\/uploads\/2021\/06\/Case-afbeelding-groot-Handen-300x103.png\" alt=\"Case Direct Mailing 5Card Selfmailer Julianahoeve\" width=\"399\" height=\"137\" \/><\/p>\n<p>&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;<\/p>\n<h2><strong>Direct mail by objective: targeted sending<\/strong><\/h2>\n<p>Besides seasonal influences, your goal also determines the right shipping moment. Here are some common scenarios:<\/p>\n<ul>\n<li><strong>New customers or leads<\/strong><\/li>\n<\/ul>\n<p>Send an eye-catching mailing\u00a0<strong>within 7 days<\/strong> after a contact moment, exhibition or intake. Delay = loss of momentum.<\/p>\n<ul>\n<li><strong>Relationship management<\/strong><\/li>\n<\/ul>\n<p>Subtly remind customers or partners of your presence without being intrusive. For example, during\u00a0<strong>holidays<\/strong> or\u00a0<strong>quiet periods<\/strong>.<\/p>\n<ul>\n<li><strong>Showing appreciation<\/strong><\/li>\n<\/ul>\n<p>A thank you or congratulations always does well, if sincere and at the right time. Choose an important\u00a0<strong>internal moment<\/strong> such as an anniversary or retirement.<\/p>\n<ul>\n<li><strong>Stimulating action<\/strong><\/li>\n<\/ul>\n<p>Do you want the recipient to do something? Then provide urgency. Think about\u00a0<strong>two-step campaigns\u00a0<\/strong>with a teaser followed by a call-to-action.<\/p>\n<p>&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;<\/p>\n<h2><strong>Summary: timing is tactics<\/strong><\/h2>\n<p>A successful direct mail campaign requires more than just a nice design. It is about the\u00a0<strong>right message, at the right time, to the right person.\u00a0<\/strong>By responding to seasons, internal milestones and marketing calendar, you increase the chances of response, appreciation and results.<\/p>\n<h2><strong>Want to know more or spar about your shipping moment?<\/strong><\/h2>\n<p>At LocoMail, we not only think about the design, but also about the strategic timing. Wondering what's best for your target audience?<\/p>\n<p><strong><a href=\"https:\/\/www.locomail.nl\/en\/direct-mail\/\" target=\"_blank\" rel=\"noopener\">View all our direct mailings<\/a><\/strong>!<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-218921\" src=\"https:\/\/www.locomail.nl\/wp-content\/uploads\/2023\/11\/Pop-up-kubus-in-taart-vorm-met-kaarsjes-en-envelop-springt-eruit-1-300x186.jpg\" alt=\"out-of-the-box-with-candles pop-up\" width=\"300\" height=\"186\" \/> <img alt=\"\" loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-218916\" src=\"https:\/\/www.locomail.nl\/wp-content\/uploads\/2023\/11\/geluidskaart-met-pop-up-close-up-300x186.jpg\" width=\"300\" height=\"186\" \/> <img alt=\"\" loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-218807\" src=\"https:\/\/www.locomail.nl\/wp-content\/uploads\/2023\/10\/Mega-hexagoon-met-envelop-300x186.jpg\" width=\"300\" height=\"186\" \/><\/p>","protected":false},"excerpt":{"rendered":"<p>De perfecte timing: wanneer stuur je welke direct mailing? Een direct mailing kan nog zo creatief of opvallend zijn &#8211; als het verkeerd getimed is, kan de impact minimaal zijn. De juiste boodschap op het juiste moment bepaalt of jouw uiting wordt opengemaakt, onthouden \u00e9n opgevolgd. In deze blog nemen we je mee langs de [&hellip;]<\/p>","protected":false},"author":1,"featured_media":219946,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"none","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[36,155],"tags":[],"class_list":["post-219920","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-laatst-toegevoegd"],"featured_image_src":{"landsacpe":["https:\/\/www.locomail.nl\/wp-content\/uploads\/2025\/07\/direct-mail-timing.png",445,445,false],"list":["https:\/\/www.locomail.nl\/wp-content\/uploads\/2025\/07\/direct-mail-timing.png",348,348,false],"medium":["https:\/\/www.locomail.nl\/wp-content\/uploads\/2025\/07\/direct-mail-timing-300x300.png",300,300,true],"full":["https:\/\/www.locomail.nl\/wp-content\/uploads\/2025\/07\/direct-mail-timing.png",1024,1024,false]},"_links":{"self":[{"href":"https:\/\/www.locomail.nl\/en\/wp-json\/wp\/v2\/posts\/219920","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.locomail.nl\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.locomail.nl\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.locomail.nl\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.locomail.nl\/en\/wp-json\/wp\/v2\/comments?post=219920"}],"version-history":[{"count":0,"href":"https:\/\/www.locomail.nl\/en\/wp-json\/wp\/v2\/posts\/219920\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.locomail.nl\/en\/wp-json\/wp\/v2\/media\/219946"}],"wp:attachment":[{"href":"https:\/\/www.locomail.nl\/en\/wp-json\/wp\/v2\/media?parent=219920"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.locomail.nl\/en\/wp-json\/wp\/v2\/categories?post=219920"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.locomail.nl\/en\/wp-json\/wp\/v2\/tags?post=219920"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}