Direct mail is making waves again. Surprised? You shouldn’t be. Gone are the days of generic postcards lost in a sea of bills. Today’s direct mail campaigns are smart, personalized, and integrated into digital marketing strategies to deliver impressive results.

For hospitality brands looking to fill their calendars with packed events, direct mail offers an unmatched opportunity to grab attention in a meaningful, tactile way. Whether it’s a soft opening, seasonal fête, or loyalty program launch, direct mail can drive targeted engagement and memorable event experiences.

This guide will walk you through why direct mail works, how to leverage solutions like BirdseyePost, and how hospitality businesses can combine it with multi-channel strategies for maximum impact.

Why Direct Mail Works for Driving Event Attendance

Direct mail stands out in a world dominated by digital advertising. Its physical presence engages prospects on multiple sensory levels, creating stronger connections. Here’s why this medium deserves a key spot in your hospitality marketing toolkit:

Tangibility and Memorability

Emails can get lost in crowded inboxes, but a beautifully designed, bespoke mailer creates a moment of delight when it lands in the recipient’s hands. The weight of quality paper, vibrant colors, and even creative elements like pop-ups or textured finishes deliver a memorable brand experience.

Targeted Reach

With advanced targeting tools, direct mail allows hospitality brands to reach specific demographics and local audiences. Whether you're inviting foodies within a five-mile radius or reconnecting with loyal customers, this precision ensures your invite reaches those most likely to attend your event.

Personalization

Generic marketing is a thing of the past. Direct mail’s ability to incorporate personalization gives hospitality brands the edge. Personalized event invitations that include customer names, tailored messages, or even maps to the nearest venue create an immediate connection that can’t be ignored.

Leveraging BirdseyePost for Hospitality Direct Mail Campaigns

Hospitality brands often face time and resource challenges when planning and executing direct mail campaigns. BirdseyePost simplifies the process with its full-service, tech-powered approach to direct mail.

Effortless Campaign Creation

BirdseyePost handles it all, from design to mailing. Clients can use the in-house design studio or upload their own creative assets, ensuring the final mailer aligns with their brand identity while standing out in the mailbox.

Automated Mailers with SmartMailers™

With BirdseyePost’s SmartMailers™, you can set and forget. Trigger automated postcards tied to real-time events like a customer RSVPing to an event, visiting your website, or engaging with your emails. Perfect for sending reminders or follow-ups to potential attendees.

Real-Time Engagement Tracking

With SnapCapture™ technology, each mailer includes a personalized QR code. When scanned, you receive real-time updates that show recipient engagement. Not only does this track event RSVPs, but it also seamlessly adds engaged recipients to your digital CRM for follow-up.

Hyper-Local Relevance with SmartMaps™

BirdseyePost’s SmartMaps™ technology prints dynamic maps that show recipients the fastest route from their location to your venue. It’s an easy touch that significantly boosts event attendance rates.

Best Practices for Hospitality Direct Mail

To maximize your direct mail campaign success, follow these tried-and-tested best practices for hospitality brands:

Design Tips for Impact

• High-quality visuals that reflect your brand and resonate with the aesthetic of your audience.

• Minimalist layouts that focus on event details.

• Eye-catching colors to stand out among bills and other mail.

Clear Calls to Action

Include a clear and prominent CTA on every mail piece, like "Scan to RSVP" or "Reserve Your Spot Today." Pair the CTA with a QR code or URL for seamless action.

Perfect Timing and Frequency

Timing matters. Send your mailers at least three weeks before your event for adequate planning and RSVP windows. For ongoing campaigns, consider reminders two weeks out and a follow-up a few days before the event.

Integrating Direct Mail with Other Marketing Channels

Blending direct mail with your existing digital efforts amplifies results. A multi-channel strategy creates consistent touchpoints and a cohesive customer experience.

• Email Marketing: Send a follow-up email to remind recipients to RSVP after receiving the postcard.

• Social Media Ads: Retarget mail recipients on platforms like Facebook and Instagram with ads prompting them to engage further.

• CRM Integrations: Use data from SnapCapture to sync direct mail engagement with other marketing automations for seamless follow-up.

• Exclusive Offers: Include a QR code on your mailer that unlocks an online-only discount or priority access when scanned.

The Future of Direct Mail in Hospitality

Direct mail has proven itself as an essential tool for hospitality marketing, especially when paired with innovative technology like BirdseyePost’s SmartMailers™ and SnapCapture™ features. Its ability to deliver tangible, personalized, and trackable results makes it even more relevant in 2024’s competitive landscape.

For success, smart execution and multi-channel integration are paramount. Hospitality brands that lean into direct mail’s power will drive not only event attendance but also long-term community and customer relationships.

Harness modern direct mail innovation today! Start your campaign with BirdseyePost now and get your first 1000 postcards for free!