Direct Mail Journal

Direct Mail and Marketing Tips

Sending Premiums Over the Holidays

Direct mail over the holidays

When you send a piece of mail to a customer or potential customer with a free item, you are harnessing the power of premiums. The holidays are a time of spreading joy, love laughter and, of course, a time of giving! What better time is there to use premiums to build on that relationship and increase customer engagement?

Freebies act as a fantastic response device for several reasons:

They create excitement that passes over to your brand itself and any surrounding offers you’re trying to promote. If you think about it, how much more exciting is it to receive something free in the mail Vs seeing a digital advert on your phone? 

They build trust because they offer the receiver something tangible and hopefully useful or interesting as well. If you have instant trust, you will naturally have a higher response rate.

They increase open rates because ‘lumpy mail’ is not something you come across every day. Lumpy mail will spike curiosity. 

They can create direct action. An alternative to the lump mail approach is to make the customer call in or carry out some other simple connection/communication to claim the freebie. 

Best Types of Premiums for the Holidays

Once you’ve decided to send a free item with your mail, the most challenging task is choosing what to send out. The best place to start is by selecting the type of mail. Here at Zairmail, we are BIG FANS of postcards with envelopes during the holidays. 

Postcards with envelopes are more affordable than traditional greetings cards, but they will do the same thing in terms of delivering a heartfelt or empowering message this year. You will probably be surprised to learn you can send a postcard with an envelope for as little as $0.99 including postage and mailing! As well as this, you can send them quickly thanks to Zairmail…. and we mean QUICK!

With this type of campaign here are some premiums for you to consider:

Insert a generic gift card, e.g Starbucks 

Send a personalized voucher for your own store/website

Send free samples in the form of sachets if you sell something edible or health/beauty related. If you don’t fit this category, consider partnering with a brand that does offer small samples. E.g ‘a hot drink sachet on us’

A fridge magnet (Hopefully the customer will use the free magnet to put your postcard on the fridge… that’s always the goal with a good postcard mailing)

Free stamps for your customers to use on their own greetings card for family and friends

The idea is to simply offer something of value to show your customers you value them. It’s a simple concept but highly effective. 

Zairmail ( is the fastest and easiest way to send (real) postal mail. Give us a call anytime at 888.898.0066, we would be happy to help with your direct mail needs.



About the Author

Wilson Zehr is a Direct Mail Industry Expert, Direct Marketing Specialist, and CEO of Cendix (, the leading provider of Web-to-print solutions that increase sales both online and offline. He is also the founder of Zairmail (, the company responsible for many "industry firsts" in direct mail.


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