January is when people actually open their mail. Fresh budgets, new goals, and customers who who actually want to hear from you. If you're planning direct mail for 2026, start here.
Everyone sets goals in January but most people don't keep them. Make your product the thing that helps them not fail this time.
Gyms do this naturally - "Finally stick to your fitness goals" - but it works for almost any business. Financial services can help with "get your finances sorted" resolutions. Meal kit companies support "eat healthier" goals. Even B2B works: "Make 2026 the year you finally streamline operations."
Send a postcard acknowledging that resolutions are hard, offering your product as practical support. Not aspirational fluff - actual help. And send within the first two weeks of January while resolution motivation is still high.
You could offer a free trial, starter discount, or "first month on us". People are more willing to commit to something new when they're in "fresh start" mode.
And don't just slap "New Year" on your regular offer. The message needs to connect to their actual January mindset - optimistic but slightly overwhelmed, wanting to improve something specific.
Plenty of your past customers went quiet in Q4. December is chaos. January is when they resurface and start thinking about business again.
Welcome back campaigns work because you’re not being pushy about the fact they ghosted you.
You could send a letter for this campaign. It’s more personal than a postcard and shows you put in effort. But keep the message simple: "We noticed you haven't ordered in a while. Here's what's new since you last worked with us, and here's an incentive to come back."
Include something that's actually changed - new products, improved service, better pricing. Don't just say "we miss you" with the same old offer they ignored last time.
Offer a bigger discount than usual. Lapsed customers need a reason to break their current pattern. 15-20% off or a meaningful gift with purchase. And send mid-January. Give them a week to settle back into work before this lands.
January buyers want simplicity. They're overwhelmed with goals and good intentions. A ready-made bundle removes decision paralysis.
This works especially well if you sell multiple products or services. Instead of making them choose, package it as "everything you need to [achieve goal]." For example, "New year starter kit" with your bestsellers (retail), Package of sessions at a discount (Services) or "Q1 success package" with multiple service tiers (B2B).
An A3 folded to A5 mailer (UK) or self-mailer (US/Canada) would work well to show what's in the bundle. People need to see what they're getting.
Use lifestyle images if you have them. Show the bundle in use, not just product shots on white backgrounds. And make the bundle price obviously better than buying individually. "Save £47" or "25% off when bundled". It’s about clear, specific savings.
The bundle approach works because it reduces friction. They don't have to research, compare, decide. You've done the thinking for them.
Your best customers from 2025 deserve first access to whatever you're launching in 2026. New products, new services, early-bird pricing on events - whatever makes sense for your business.
Send a self-mailer or letter, depending on how much detail you need to include. Postcards can sometimes feel too casual for "exclusive" positioning.
Make sure your customers know they’re important: "You were one of our top customers in 2025, so you get first access to [thing] before we announce it publicly."
Actual exclusivity matters. Don't send this to your entire list. Segment properly - top 20% by revenue, or customers who bought 3+ times, or whatever criteria makes someone genuinely valuable to your business.
Time it for early January, before you do any public launch or promotion. And include a deadline. "Respond by January 20th" creates urgency without being aggressive. VIP access only works if there's a time limit.
If you sell to businesses, January is planning season. Budgets are approved, goals are set, teams are mapping out Q1.
Position your service as the thing that helps them execute their 2026 plan, not just another nice-to-have.
A letter with a clear ROI angle works well. B2B buyers need to justify purchases to someone else, so give them the language to do it.
Don't sell features. Sell outcomes that matter in Q1 planning, like "Hit your Q1 targets without [pain point]" or "Reduce [cost] by [specific amount] in the first quarter".
Include a case study or specific result from a similar company. Generic testimonials don't work for B2B. They need proof from someone in their industry or facing their exact problem.
Offer a free consultation, Q1 implementation discount, or pilot program at reduced rate. Something that gets them to commit now rather than "circle back" in March. And send the first week of January. If you wait until mid-January, they've already allocated budget and attention elsewhere.
Time it right. January 1st is too early - people aren't back at work yet. January 31st is too late - they've already committed to other things. The sweet spot is usually January 6th-20th, depending on your audience.
Track everything. Use unique promo codes for each campaign so you know which January approach worked best. QR codes with tracking parameters work well too.
Segment properly. Don't send the same New Year message to brand new prospects and loyal customers. They're in completely different places with your brand.
People are genuinely open to new things when the year starts. Your competition is probably planning to "hit it hard in Q2" or "ramp up after things settle down." That means January is less crowded and your mail gets noticed.