Guest Blog by Chris Molloy, Sales Director at Precision Proco
Every year, the Christmas rush bring online retailers something incredibly valuable: a surge of brand-new customers.
They discover you while hunting for the perfect gift, following a well-timed ad, or by clicking through a festive offer. And across the industry, retailers typically see a big jump in first-time buyers during the holiday period- often 30-50% more than a normal month.
That's a lot of people choosing your brand for the very first time.
But here's the problem...
Most of them don't come back.
Not because you did anything wrong- but because Christmas shopping is chaotic, transactional, and full of one-off purchases. If you don't reconnect with those new customers quickly and meaningfully in the new year, they'll simply drift back to their usual shopping habits.
And this is exactly where direct mail is your secret weapon.
direct mail: the channel that cuts through new year's noise
January is a tough month for digital marketing.
Inboxes are full. People are fatigued. Everyone's being hit with 'New year, new you" ads. Email open rates typically drop, and digital re-engagement becomes a slog.
But their letterbox?
That's quiet. Calm. Empty.
A well-timed piece of direct mail is the marketing equivalent of catching someone's eye across a quiet room- instead of trying to shout across a packed bar.
It get's noticed.
It get's opened.
And crucially- it get's remembered.
For a customer who only interacted with you once during Christmas, a physical, thoughtful, personalised mailer is often the moment they think:
"Oh yeah... I really liked that brand."
why direct mail works so well for post-christmas buyers
- It builds trust and familiarity- fast.
A handwritten-style message, a thank-you note, or a welcome-back offer doesn't feel like sales pressure.
It feels like service. - It reconnects with people who only came for a gift.
They weren't shopping for themselves- so they didn't explore your range.
Direct mail introduces them properly to who you are. - It stands out when digital channels are overloaded.
Email inboxes are overflowing in January. Letterboxes aren't. - It creates a moment of physical brand experience.
A beautifully designed mailer, tactile paper, thoughtful messaging- these things create a small emotional anchor. That matters far more than another discount code in an email.
treat the christmas spike as a growth engine, not a seasonal blip
Christmas shouldn't just be about Q4 revenue.
It should be about pipeline.
If you know December will bring you a big influx of new customers, build a retention journey that turns that influx into Q1-Q2 growth.
Here's a simple, highly effective approach:
Step 1: Identify all first-time buyers from Nov- Dec
Create a clean segment: "New customers acquired during peak season."
Step 2: Trigger a direct mail piece 15-30 days after purchase.
Not immediately.
Let the holiday dust settle.
Step 3: Make it feel like a personal invitation
Think: "Thanks for choosing us"
A curated selection based on what they bought
A soft incentive (not a shouty discount)
A tone that feels human, not corporate
Step 4: Follow with a digital nudge
Once the mailer has landed, email becomes more effective- because the physical piece has done the heavy lifting.
This multi-channel approach can increase repeat purchase rates dramatically, especially for retailers whose customer base swells at Christmas.
turning seasonal shoppers into lifelong fans
At Precision Proco, we spend a lot of time helping retailers use print more intelligently- not randomly. And direct mail aimed at recent Christmas buyers is one of the most consistently successful strategies we see.
It's targeted.
It's personal.
It feels good to receive.
And above all, it works.
If you're looking to boost retention, increase repeat purchases, and turn seasonal demand into sustainable growth, direct mail in January might be the smartest marketing decision you make all year.
If you'd like us to help you map out a triggered post-Christmas direct mail journey, just let me know- we'd love to help you turn festive first-timers into loyal customers. Contact us today to get started!
