How to Win Back Your Black Friday & Cyber Monday Shoppers with Direct Mail

Black Friday & Cyber Monday (BFCM) are undoubtedly retail’s biggest events of the year, with millions of shoppers snapping up deals. But what happens after the sales frenzy is over?!

Many businesses focus so much on acquiring their customers during peak season that they neglect a crucial opportunity: turning those one-time shoppers into loyal repeat customers.

Direct Mail is your secret weapon to keep the conversation going post-BFCM. In this article, we’ll explore how personalised postcards and mailers can help you re-engage your customers, drive repeat purchases, and build long-term loyalty. Let’s keep that momentum going!

Why Post-BFCM Retention Matters

Acquiring new customers is expensive - 5x more costly than retaining existing ones (MARKINBLOG).

While BFCM might bring you an influx of buyers, the real value comes from encouraging those customers to shop with you again.

“Repeat customers…

• …spend 67% more than new ones.” (LoyaltyLion)
• …are 9x more likely to convert.” (MARKINBLOG)
• ...build your brand’s long-term revenue.

So, how can you get them to come back? That’s where Direct Mail comes in.

Why Use Direct Mail to Win Back Customers?

In today’s digital-heavy world, your customers are already bombarded with emails, social ads, and notifications upon notifications. A personalised piece of Direct Mail cuts through the noise.

Tangibility: People are more likely to read and keep mail than digital messages (MarketReach has cited that direct mail often stays in the home).

Personalisation: Names, tailored offers, abandoned basket info… Direct Mail can (and should!) be hyper-targeted.

Trackability: Add QR codes or personalised URLs (PURLs) to track redemptions, CTA interactions and measure ROI for your Direct Mail send.

Memorability: Unlike a fleeting email in a cluttered inbox, postcards and letters leave lasting impressions.

3 Steps to Craft a Winning Post-BFCM Campaign

1 - Segment Your Audience

The success of any campaign starts with great targeting.
Use your BFCM data to segment your customers by:

• Purchase behaviour (e.g., high-spenders, first-time buyers).
• Product categories they purchased from.
• Location or other demographics.

This will ensure you’re sending relevant messages to the right people at the right time.

2 - Add a Personal Touch

Personalisation is the key to engagement. Try these ideas:

• Include the customer’s name and a custom thank-you message.
• Highlight complementary products based on their BFCM purchases - which categories seem to be their favourites.
• Offer exclusive discounts for a limited time (i.e “10% off your next order before December 20th”).

3 - Nail the Design with Trackable Elements

Your Direct Mail needs to stand out - it’s an in-hand advert for your brand, afterall.
Be sure to use:

• Seasonal visuals that match your brand tone and are consistent with your brand on all other channels.
• QR codes leading to personalised landing pages.
• A clear call-to-action with urgency (i.e “Redeem your discount now”).

We've also created a handy article of 10 Direct Mail marketing campaign examples when crafting your business postcards and letters.

What Does a Successful Campaign Look Like?

Here’s the breakdown of a winning post-BFCM Direct Mail campaign:

Segment: Customers who purchased during BFCM but haven’t shopped since.

Personalisation: A postcard saying, “Hey Andrew, we loved having you shop with us! Here’s 15% off your next order.”

Offer: A time-sensitive discount with a QR code leading to a merchandised product page.

Result: Increased repeat purchases and improved customer retention.

How ZAP~POST Can Help You

With ZAP~POST, you can create, send, and track powerful Direct Mail campaigns in just a few clicks. Our platform makes it easy to:

• Upload and segment your BFCM data (or use one of our integrations!)
• Design personalised postcards with dynamic content.
• Add trackable QR codes and PURLs.
• Measure engagement and conversions effortlessly.

Getting Started Today 

Don’t let your BFCM customers become one-time buyers and nothing more than dead data. Use Direct Mail to bring them back and turn your seasonal shoppers into loyal brand advocates.

Ready to launch your post-BFCM win-back campaign? Get started with ZAP~POST today!