The Art of Seasonal Direct Mail

So Christmas is coming, the geese are getting fat and you want to generate as much business as possible for your eGaming site. The season of goodwill is a great opportunity for our industry, but there are also some potential pitfalls, so you need to think smart to get it right. We asked our in-house experts to share their top tips for a successful yuletide campaign:

1) Keep It Real
People will have time and money to gamble over Christmas, but nobody will thank you for encouraging them to spend all their kid's Christmas money, so keep your offers and conditional spends sensible. After all, you don't want to be the Grinch who stole Christmas.

2) Don't Be Too Clever
People tend to have a lot going on around Christmas, with lots to organise and things to buy, as well as parties to go too. Plus, they'll be receiving a lot of cards in the post, so don't make your mailer or your mechanic too complex. A good design with well-written copy and a clear promotional message will do the trick.

3) Get In The Mood
Most people expect mailers sent around Christmas time to run with the seasonal theme and we wouldn't advise any different, but don't overdo the cheesy baubles and Santa-themed copy. The odd Christmas reference is fine, but too many 'Yule-tastics' and 'It's a cracker' allusions may prove a turnoff.

4) Make It Good
Christmas is the season of giving, so why not consider adopting a good cause and making a commitment to support it, which you can incorporate into your DM campaign. You could donate a percentage of stakes placed over Christmas or give players the opportunity to give a percentage of their winnings. Whatever you choose, it's a great way to enhance goodwill.

5) Play To The Senses
Christmas has a lot of sensory associations, from the smell of Christmas pudding to colours of decorations and links to winter weather. Using modern technology, such as a scented mailer, you can stimulate the senses of the customers and draw them in. The opportunities are endless.

So there you have it, our quick guide to a successful seasonal campaign. And remember, don't forget to allow plenty of time for your mailers to reach their destination.

Secure Direct Mail is a division of Isle of Man Post Office which means customers using its services are able to gain instant access to national and international mailstreams and ensure mailings are dispatched quickly and efficiently.

Share this post


Your Interests: