Think summer is slow for direct mail? Think again.
– PERCY’S BEST MAIL –Every June, we hear the same thing from small business owners: “We’ll wait until fall to do a mailing — summer’s too slow.” We get it. Summer feels like a pause button. But here’s the thing — while everyone else is sitting on the sidelines, your mailbox is quieter than ever. And that’s actually a really good time to show up.
Summer is one of the most underutilized seasons in direct mail, and that’s exactly what makes it an opportunity. Your competitors are holding back, ad budgets are on vacation, and the people in your community are actually home — relaxing, reading, and paying attention in ways they don’t during the hectic fall and winter rush.
“Less competition in the mailbox means more attention on your piece. Summer isn’t a slow season — it’s a wide-open lane.”
Five reasons to mail this summer
01
Your piece gets more real estate
When mail volume drops, each piece in the stack gets more attention. In busy seasons, your postcard is competing with a dozen others. In July? It might be one of three things in the box that day.
02
People have more time to act
Summer schedules are looser. Kids are home, routines are relaxed, and people are more likely to actually follow through on an offer — whether that’s calling you, visiting your store, or going to your website.
03
Seasonal businesses are in peak season
If you’re in landscaping, HVAC, home improvement, pool service, outdoor dining, or tourism — summer isn’t slow at all. It’s your Super Bowl. A well-timed mailer in June can fill your calendar through August.
04
New movers arrive in summer
More people move between May and August than any other time of year. Those new households are actively looking for local service providers — plumbers, dentists, dry cleaners, restaurants. A new-mover list campaign right now can capture customers before your competitors do.
05
You’ll be ready when fall hits
Businesses that mail in summer also benefit from a head start. You test your offer, refine your message, and build a warm audience — so when September rolls around and everyone else scrambles, you’re already ahead.
By the numbers
Direct mail consistently outperforms digital channels on engagement — and summer’s lower mail volume only improves those odds.
4-9x
higher response
rate than email
marketing
34%
of consumers try a new business after receiving direct mail
~50%
less mail sent
in summer vs.
the holiday season
What should you mail?
Summer campaigns work best when they feel seasonal and a little relaxed — just like the time of year. A few ideas that land well:
A mid-year “thank you” offer to your existing customers. Something simple — a discount, a free add-on, a referral incentive. It keeps you top of mind during a season when people are socializing and likely to mention your business to friends.
A prospecting postcard to a neighborhood or ZIP code you’ve been wanting to crack. With less noise in the mailbox, a clean, well-designed postcard can really stand out.
A new-mover campaign targeting households that just relocated into your service area. These people are actively building their go-to vendor list — and whoever reaches them first has a real advantage.
If you’ve been putting off a campaign, consider this your nudge. We’re happy to help you put together something quick and effective — from list selection to design to drop date — so you can take advantage of the summer window before everyone else wakes up to it.
TIP OF THE MONTH
Keep your summer creative bright and uncluttered. Summer visuals naturally draw the eye — think clean layouts, bold color, and a single focused offer. Resist the urge to pack in too much. One message, one call to action, and a clear way to respond is all you need.
Let’s plan your summer campaign.
We’ll help you find the right list, nail the offer, and get it in mailboxes while the competition is still on vacation.