It is safe to say that people want to get away right now. After 2 years of uncertainty and restrictions as a result of the Covid-19 pandemic, the summer sun is once again calling to people across the country.

 

Travel companies, many of which struggled to stay afloat as the coronavirus crisis raged on, would do well to capitalise on people’s desire for sun and escapism.

 

The best approach is to try and reach consumers in a way that guarantees some level of interaction: through their letterbox. While email open rates sit at an average of around 25%, every homeowner looks at their post. Why not make the most of that by sending through eye-catching mailers? You’re sure to get people excited about their upcoming trip abroad if you do.

 

To help you figure out how to go about your direct mail campaign, in this guide we’ll think about:

 

·      Why direct mail marketing is ideal for travel companies.

·      The problem with a digital-first approach to marketing.

·      What outcomes companies can expect from digital marketing.

·      How to design direct mail campaigns that encourage action.

·      The cost of direct mail campaigns.

 

Why Use Direct Mail Marketing to Target Travel Audiences?

 

It’s not good enough to simply hope that consumers come to you. Travel businesses are fighting for attention in the hopes of attracting bookings for later this summer or next year. So, it’s important to communicate with your target markets in a way that proves you have confidence in your brand. A bold direct mail campaign can help you achieve exactly that.

 

Making the Most of Direct Mail Campaigns

 

These days, more mail than ever before is receiving a high level of engagement. In fact, according to Royal Mail’s MarketReach research, 96% of all mail was actively engaged with in the first half of 2021. And, not only that, but online behaviour encouraged by direct mail was boosted by 70%.

 

There’s plenty you can do to ensure that your direct mail campaigns achieve similarly impressive numbers. You have to make them stand out by doing something impactful. Make use of the following features as a means of doing so, and your mailers will give you an invaluable competitive edge:

 

·      Visual elements including overall design.

·      Content.

·      Personalization.

 

The Problem With Digital Marketing

 

It’s worth noting that all of the above features can be put to good use in digital marketing campaigns, too, and with a certain degree of success. However, while companies are allocating increasingly large portions of their budgets to digital marketing as a result, physical mailers are still found to be the most effective form of direct marketing there is.

 

It’s all too easy for emails to get lost in busy inboxes and for marketing materials from travel companies like yours to be marked as spam. As such, even those that contain visually appealing graphics or attractive offers all too often go unnoticed. But, with a beautifully designed mailer that has an immediately obvious hook, you make it far more likely that your customers will see and interact with what you have to offer. 

 

What Outcomes Can I Expect From a Direct Mail Campaign?

 

Plenty of companies avoid direct mail like the plague, and for the sole reason that it’s harder to measure success with a physical mail campaign than it is a digital one. There are, for example, no constantly updating metrics that can be tracked throughout a campaign.

 

But, even in the absence of Google Analytics, there are ways to gauge how well your mailers are performing. Physical mail is consistently found to have the highest response rate of any direct marketing strategy by almost 5%. Include a unique phone number, website URL, QR code, or discount code with your mailers and you’ll see that for yourself.

 

And, chances are you’ll notice your campaigns performing well in several other areas, for example by:

 

·      Attracting more interest to your time-sensitive summer holiday offers.

·      Introducing new and existing customers to new holiday packages.

·      Converting promising leads into paying customers.

·      Increasing engagement among new demographics desperate for a destination holiday.

 

Ultimately, mailers can build brand awareness, drive engagement, and stimulate revenue, all of which are valuable for travel companies trying to attract more bookings at such a trying time.

 

Designing Direct Mail Campaigns for Holiday and Travel Companies

 

To make the most of all that direct mail has to offer holiday and travel companies like yours, you have to make them instantly aesthetically appealing to your target markets. Do so by putting design front and centre and forming your quality content around it.

 

Remember that your customers see plain black and white envelopes every day. So, to maximise the chances of your mailers getting opened, you have to ensure they make an impression the moment they hit the doormat. Do so by thinking about:

 

·      What mailing type to opt for.

·      What images to include.

·      What fonts to use.

·      How your content should fit with your design.

·      How to personalise your direct mailers.

 

Mailing Types 

 

There are several different mailing types to choose from. It’s up to each company to decide which of the following formats they think will be most likely to help them appeal to their target audiences and achieve their marketing goals:

 

·      Paper wrap.

·      Brochures.

·      Catalogues.

·      Joint mailers.

·      Postcards.

 

For a travel company, postcard mailers have the potential to be particularly impactful. With this clever twist on the classic holiday souvenir, you can quickly transport your customers to sandy beaches and sunlit shopfronts. Or, give them a more thorough insight into the different packages you offer with a sleek, informative brochure, and they’ll be sure to find a holiday destination that suits them.

 

Images 

 

No matter what format you choose for your mailers, they must include photography. Recipients are unlikely to be inspired by a block of text, so you won’t attract many bookings for expensive holidays if you don’t include images that make yours look irresistible.

 

The right imagery can also go a long way in making your mailers more memorable. According to research carried out by MDG Advertising, incorporating pictures into your content can improve recall by 65%. As such, mailers with high quality, relevant images are more likely to be remembered when customers get round to booking their trips.

 

Fonts

 

Fonts are more important than many people realise. But, if you think about it, you wouldn’t consider producing marketing materials written in Comic Sans, and for good reason. 72% of consumers report being influenced by packaging design, and unattractive or hard-to-read fonts can be a big eyesore.

 

So, as a general rule, brands tend to stick with fonts that are simple and effective, and to vary the size for emphasis. For holiday and travel brands, though, there are a few additional tips that might come in handy:

 

·      Don’t go for a font that looks too formal or academic.

·      Opt for something sleek and laidback.

·      Look for a retro font that takes people back to their childhood holidays, without looking dated.

·      Add colour to your font for headings to make the overall design more exciting.

 

Once again, you could consider taking inspiration from classic postcards when trying to decide what font to use for your mailers.

 

Content

 

Of course, no mailer would be complete without content. While a picture of a deckchair by a crystal clear poolside screams “holiday” from the outset, without content, there’s no way for your readers to know exactly what you’re offering.

 

So, just make sure you include:

 

·      Copy that reminds consumers of exactly why they want and need a holiday.

·      Details on the packages and/or deals you want them to know about.

·      Information on how they can book.

·      Contact information, including unique trackers.

·      Discount codes or vouchers that encourage recipients to book sooner rather than later.

 

Personalisation

 

You can maximise the open rate of your direct mail campaigns by making personalisation part of your strategy. Fail to make it clear that your mailers are intended for specific recipients, though, and they could very easily be mistaken for junk.

 

There are several ways you can personalise direct mail. So, in addition to the person’s name, you could also try:

 

·      Sending location-specific information.

·      Sending offers based on any past holiday bookings a person has made with your business.

·      Offering exclusive discounts or benefits as a birthday treat.

 

81% of consumers want brands to get to know them better because they want to receive more relevant offers. With that in mind, personalised mailers present your business with the perfect opportunity to show consumers that you really do understand them.

 

How Much Would a Direct Mail Campaign Cost for Holidays and Travel?

 

There’s no way to give you a definite answer to this question without first knowing the ins and outs of the campaign you have planned. Everything from the type of mailer you choose to the length of your mailing list will impact the price. Plus, if you choose to outsource the design and content writing for your mailers, the costs will start to add up.

 

However, that’s the same no matter what direct marketing approach you take. And, with mailers, the payoff is often better. So, just keep in mind that, while direct mail campaigns might seem expensive from the outset, they can offer your company an impressive return on investment of around 29%.

 

Using Direct Mail to Encourage Sales

 

Direct mail is unlike any other approach to marketing. So, by having the confidence to post quality mailers with eye-catching designs, you can prove to consumers that your brand, too, is unlike any other.

 

You want your prospects to know that your holiday packages, flight options, and offers are the best in the business. With countless travel companies fighting to be heard as the world opens up, it's important to make an impression that lasts. Well-designed, well-targeted direct mailers are the ideal way to do exactly that.

 

Contact us today to see how we helped one of our travel clients improve their conversion rate from just 1% to over 5%.