Free Planning Tool

Seasonal Campaign Calendar

Find the optimal mailing times for your direct mail campaigns โ€” filtered by industry and occasion.

Why Timing Is Crucial in Direct Marketing

Well-timed direct mail achieves up to 40% higher response rates than randomly sent mailings. The timing of your mail is one of the most important success factors in direct marketing โ€” yet it's often underestimated.

Our interactive campaign calendar shows you the optimal mailing times for the entire year. Filter by your industry and discover the best occasions for your next direct mail campaign โ€” with concrete tips on lead times and design.

Studies by the DMA (Data & Marketing Association) show: Seasonal relevance increases open rates by 25% and conversion rates by up to 35%. Use this advantage for your direct mail campaigns.

Mailing Timing Tips

Mailing Timing Tips

Maximize the impact of your campaigns

1

Send Tuesday to Thursday

Direct mail delivered Tuesday to Thursday achieves the highest response rates. Monday mailboxes are overcrowded, and Friday attention drops.

2

Plan 3-4 weeks lead time

For seasonal occasions, plan at least 3-4 weeks of lead time. This ensures your mail reaches recipients before purchase decisions are made.

3

Use the summer lull

In July and August, significantly fewer direct mail pieces compete for attention. Use the lower competition for above-average response rates.

4

Plan multi-stage campaigns

Teaser โ†’ Main mail โ†’ Follow-up: Multi-stage campaigns achieve up to 3x higher conversion rates than single mailings.

Frequently Asked Questions

When is the best time for direct mail campaigns?
The best months are October to December (Christmas), February (Valentine's Day), April (Easter) and May (Mother's Day). In July, the 'summer lull' offers particularly good chances. The optimal weekday for delivery is Tuesday to Thursday.
How far in advance should direct mail be sent?
For major holidays 3-4 weeks before, for commercial occasions 2-3 weeks before, and for seasonal campaigns 2 weeks before. Plan an additional 3-5 business days for printing and delivery.
Which seasonal occasions are suitable for direct marketing?
The strongest are Christmas/Advent, Black Friday/Cyber Monday, Easter, Valentine's Day and Mother's Day. Industry-specific opportunities include back-to-school, garden season, summer festivals or mid-year review.
How do I use the summer lull for direct mail?
In July and August, fewer companies send direct mail. Your mail has less competition and receives more attention. Use light, summery designs.
When should the Christmas campaign start?
Plan multi-stage: Teaser in early November, main campaign late November/early December, optionally a last-minute mail by December 10.
How often should direct mail be sent per year?
For most industries, 4-6 campaigns per year are optimal. Focus on the 4-5 most important seasonal occasions plus 1-2 industry-specific promotions.
Which industry benefits most from seasonal advertising?
E-commerce and retail benefit most, followed by hospitality and luxury goods. B2B companies should focus on business cycles.
How do I plan an annual direct marketing calendar?
Step 1: Identify 5-6 most relevant occasions. Step 2: Plan lead times backwards. Step 3: Distribute budget. Step 4: Plan multi-stage campaigns for top 3 occasions.

Ready for your next campaign?

With AutoLetter, automate your direct mail campaigns โ€” from design to delivery. Start now with optimal timing.

Start for free

Stay in the Loop

Receive weekly insights on direct marketing, automation, and successful advertising campaigns.

Free and cancellable anytimeโ€ขPrivacy

GDPR compliant
Over 5,000 subscribers