Timing can make or break a direct mail campaign. Mail that arrives too early is forgotten; mail that arrives too late misses the moment. Get the timing right, and you’ll see better open rates, higher conversions and more efficient spend. Below are practical tips to help you plan seasonality, lifecycle triggers and event-based mailings that hit their mark.
Plan around the calendar — and your audience
Start with the obvious dates: retail peaks (Black Friday, Christmas), education cycles (open days, term starts, results), charity moments (Giving Tuesday, year-end appeals) and public-sector deadlines (consultations, licence renewals). Map these against your audience’s behaviour — for example, parents react around term dates, while donors respond more to year-end giving prompts. Build a 12-month campaign calendar and lock in production and postage slots early — peak periods fill fast.
Use lifecycle triggers to personalise timing
Lifecycle triggers turn generic sends into highly relevant touchpoints. Typical triggers include:
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Welcome/onboarding packs (immediately after sign-up or purchase).
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Birthday or anniversary offers (personal, timely).
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Renewal reminders (staged: first notice, final reminder).
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Lapsed customer re-engagement (timed offers after inactivity).
Automate where possible: a timely, personalised pack often outperforms a broad seasonal blast.
Make event-based mailings matter
Event mailings need precision. For open days or product launches, allow lead time for printing, fulfilment and postage — and send a reminder close to the date. For local store openings, consider door-drops in the week leading up and a follow-up VIP invite. Use reply mechanisms (PURLs, QR codes, dedicated numbers) so you can measure RSVPs and adjust follow-up communications in real time.
Choose postage and lead times deliberately
Postage class affects timing. First-class or tracked services are best for urgent notices; bulk postage suits planned, cost-sensitive campaigns. Factor in production lead times — complex packs, personalised items or hand-finishing add days (or weeks). Always confirm timelines with your mailing house and build contingency time for proofing and data checks.
Test timing with pilots
Don’t assume one schedule fits all. A/B test send dates (e.g., Tuesday vs Thursday, two weeks vs one week before an event) and measure response windows. Some audiences respond quickly; others take longer to convert. Use smaller pilots to find the sweet spot before committing to full runs.
Coordinate cross-channel follow-ups
Timing is more effective when mail and digital work together. Send an email reminder a few days after a direct mail drop, use paid social to reinforce local events, or trigger SMS confirmations for booked appointments. Consistent timing across channels strengthens your message and boosts conversion.
Keep data and compliance in step
Accurate, up-to-date data is essential for timed mailings. Run cleansing and suppression checks before each send, and ensure your lawful basis for processing is documented — especially for time-sensitive health, statutory or donor communications.
Measure the time window
Track how responses vary by days since delivery. Some campaigns get instant spikes; others show slower, steady conversions. Recording response curves improves future planning and ROI forecasting.
How Herald Chase can help
Good timing is a mix of strategic planning, audience insight and operational discipline. If you’d like help building a timing calendar, modelling postage vs response, or testing lifecycle triggers, book a free campaign review with our team at www.heraldchase.com — we’ll map a practical, costed plan that fits your schedule and goals.
