If you're like many retailers, the holidays make up a large portion of your total annual revenue. It's a hugely important season, so direct mail often becomes a hugely important vehicle for drawing in customers. Since a lot of other retailers are using direct mail during the holiday season, you've got to make an impression. Here are some tips to do just that:

Imagine yourself as the customer. Once you've developed a draft campaign, step back and consider how you would react to it. Does it have a strong offer? Does it capture your brand? Does it help customers solve a problem or fill a need? Ask other people, like some current customers, for their honest opinions, and be prepared to do some editing. It's important to get into the minds of your customers instead of giving them what you "think" they want or need.

Give customers a reason to come in (and/or visit your website) by giving them something. Now is the time to express your thanks by offering a special discount, gift or some other incentive. If you have good data, you can reward your most loyal customers even more, which will enhance their relationship with you.

Let your printer do the mailing. The holiday season is busy enough without having to organize a mailing campaign. Most printers like us can take care of just about every facet of your direct mailing and save you money in the process. Printers can also help you with a targeted mailing list to enhance the list you already have.

Be creative, and enlist the help of your printer's graphic design team to make your message stand out. So much of the mail that people receive looks like everyone else's. Don't be afraid to kick it up a notch and wow them with bright colors, catchy phrases, special paper and great images. People notice a well-designed and quality piece and will associate it with your business.

Mail more than once. There is a lot of competition during the holiday season, so you need to plan for more than one mailing. Each mailing can have a slightly different offer with a consistent look and overall message.

The holidays are a great time to take advantage of the power of direct mail marketing. Let your printer help you design a creative and quality campaign with a great offer to a targeted list.