Why Santa Still Prefers a Letter: The Magic of Direct Mail

As we approach the most magical time of the year, it’s time to embrace all those feel-good festive traditions that make the season so special. From building gingerbread houses to watching Christmas films and indulging in a (large) glass of Baileys, one tradition remains a firm favourite: writing a letter to Santa.

Even in a world dominated by digital communication, hundreds of thousands of children continue to send their Christmas wishlists through good old-fashioned mail. For many, it offers a ‘novel’, screen-free activity that brings joy and nostalgia - not just for little ones but also for their parents and carers.

To replace the handwritten wishlist with a quick email or text would be like replacing Rudolph with a GPS. It just doesn’t have the same magic.

So, in this festive-inspired blog post, we’ll explore why Santa still prefers a letter and what marketers can learn from this timeless tradition to enhance direct mail campaigns, not just at Christmas but year-round.

it gets attention

Santa carefully reads every letter he receives, deciding whether it belongs in the ‘nice’ or ‘naughty’ pile. Similarly, when we receive physical mail, we take time to assess its value - whether it belongs in our keep pile or the recycling bin.

Recent research from Marketreach reveals just how much attention physical mail commands, with open rates exceeding 80%, far higher than email. In addition, mail tends to have a much longer ‘dwell time’, holding attention for more meaningful periods compared to digital channels.

it sparks imagination

Children put their heart and soul into their letters, often using colourful paper, glitter pens, and illustrations to stand out. Their creativity helps make a lasting impression on Santa and allows expression that can’t be replicated in a text or email.

Marketers can take inspiration from this use of imagination. In an era where digital noise is overwhelming, direct mail stands out thanks to its tactile nature and ability to engage multiple senses. By using eye-catching formats, unique finishes, and thoughtful design, you can deliver your message with impact, making it far more memorable.

it builds personal connections

Children don’t just send a wishlist - they introduce themselves, mention their families, and wish Santa, Mrs Clause and his team well. This personal touch makes every letter unique and helps Santa forge a meaningful connection with each child.

In marketing, this kind of personalisation is key. Whether you add a recipient’s name, tailor content based on preferences, or offer a special deal ‘just for them’, personalising your direct mail can help build stronger relationships with your audience, moving away from a one-size-fits-all approach.

it instills trust

A handwritten letter to Santa carries sincerity and trust. The care and time put into it makes Santa believe what’s being said is genuine.

This sense of trust also extends to direct mail. According to Marketreach, 87% of people describe mail as ‘believable’, and trust is more important than ever, with 71% of consumers saying they need to trust the brands they buy from today. Print media naturally inspires more confidence than digital alternatives with its tangible, trusted nature.

it stays in the home

Santa doesn’t just read the letters and throw them away - he keeps them safe in his North Pole home, revisiting them as needed to ensure every child’s wish is remembered.

Similarly, studies show that physical mail is often revisited multiple times within a week, and 58% of it is retained for future reference. This repeat exposure builds brand awareness and reinforces your message, with the same research showing that direct mail outperforms digital channels when it comes to brand recall.

it prompts action

Santa doesn’t just read letters, he acts on them! Elves are set to work as soon as the wishlists arrive, ensuring everything is ready for Christmas Eve.

The same goes for direct mail. When it lands on your audience’s doorstep, it can prompt an action, from scanning a QR code to visiting a physical shop. According to JICMAIL, 30% of mail prompts commercial action, including purchases, voucher redemption, and website and store visits.

it's perfectly timed

Santa needs to receive his letters in good time to make sure everything is ready for his once-a-year delivery date. 

For marketers, timing is just as important. Direct mail campaigns should be planned to land at the optimal moment, capturing attention when your audience is most likely to engage and take action. Leveraging data analytics can ensure your message reaches consumers when they’re most primed to make a purchase.

it's sustainable

Santa, with his emission-free sleigh, is a champion of the planet. So, it’s no surprise he sticks to traditional mail, a sustainable communication method.

Contrary to popular belief, direct mail is a sustainable marketing channel. Using renewable and recyclable materials, eco-friendly inks, and energy-efficient production, the print industry’s contribution to global greenhouse gas emissions remains minimal, representing just 1% of industrial emissions.

it delivers results

Just as Santa rewards the effort of children who’ve been good all year (ish!) with presents under the tree, investing in a well-crafted direct mail campaign delivers results. According to Marketreach, campaigns that include direct mail in the mix are 52% more likely to report ROI benefits

REady to spruce up your direct mail campaign?

As we’ve seen, there’s plenty to learn from Santa’s love for letters when it comes to making your own marketing strategy sleigh the competition. The magic of direct mail lies in its ability to capture attention, build connections, and deliver a lasting impact.

If you’re ready to introduce or enhance direct mail marketing as part of your strategy, chat with our dedicated Print Marketing experts by contacting 0114 272 8888 or emailing hello@precisionproco.co.uk. Yule be so glad you did!