The Top 6 Letterbox Marketing Secrets You Must Know About
Direct mail offers a 20% higher motivation response than digital marketing. And 47% of customers visit a store after receiving a direct mailer, making the campaign successful. Most marketers struggle to get such incredible results with other marketing channels, making letterbox marketing more popular than ever!
But what is letterbox advertising, and how can you ensure its success?
This blog discusses the benefits of Canada Post door-to-door mailing and the steps to launch an effective campaign!
Let us start!
What Is Letterbox Marketing?
Before diving into what letterbox marketing is, you must first understand the meaning of a letterbox. It is a receptacle to hold mail items at residential and commercial addresses. Sometimes, they also contain outgoing mailers, allowing the carrier to collect and take them to the Post Office for delivery!
A direct letterbox marketing campaign is when a business drops promotional materials in its target audience’s mailboxes via the post. They can select specific demographics, like location, annual income, age, etc., to only reach customers likely to purchase their products or services.
These campaign types help companies advertise themselves without having a mailing list. They can select an option, and Canada Post helps them deliver mailpieces to the relevant people’s mailboxes.
Canada Post offers several letterbox marketing options, including
- Neighbourhood Mail– to contact every household or office in a specific locality.
- Smartmail Marketing– to reach all Canadian mailboxes.
- Postal Code Targeting– to find ideal prospects in specific postal code regions.
Benefits of Using Letterbox Marketing
Many marketers ask why they must incorporate letterbox advertising when they can send personalized marketing items to their leads directly. Here are the primary reasons businesses use this promotional form:
Attention-Grabbing and Engaging
92% of Canadians pay attention to and read the direct mail items they receive, making it one of the most attention-grabbing marketing channels! Businesses use it to break through the digital clutter and communicate with their intended audience on a 1:1 level.
An appealing and effective letterbox marketing strategy allows them to tap into all marketplaces and drive brand recognition.
Lower Expenses than Digital Marketing
Planning and executing an elaborate digital media campaign can be expensive. Businesses may need to combine several channels, like email, PPC, and social media, to produce the desired results.
A letterbox marketing campaign costs less, primarily when you use automated solutions like PostGrid. It can help you streamline your mailing activities, boost efficiency, and save on distribution costs.
Long-Lasting and Impactful
51% of customers buy a product in-store or online after getting a direct mail item. Sending letterbox marketing pieces to prospects can help you get similar impeccable conversion rates and improve your ROI.
Moreover, these mail pieces are long-lasting because people keep them in their households or offices for several days. Recipients might share your direct letterbox marketing items with friends, family, colleagues, etc. Try including a time-critical offer to speed up responses and measure your campaign results more accurately!
Create a Nostalgic Effect
Unlike email and other digital marketing channels, mailbox advertising helps companies add a personal touch to their communications. It lets all businesses create a nostalgic effect among their prospects and customers—to establish emotional connections.
Such businesses have the edge over their competitors and succeed in winning over their customers’ loyalties.
Higher Flexibility
Marketers can choose from multiple letterbox marketing options, like different mail types, sizes, shapes, visuals, etc. They can also experiment with offers and CTAs to see which combinations work the best for their brand.
PostGrid’s direct mail services for letterbox advertising allow them to select different mail types, customization choices, etc., according to their preferences. The best part is that they do not need to switch vendors whenever they want to try something new!
Expanding Reach
Your mailbox advertising pieces enable you to reach customers of all age groups. Almost all millennials think of direct mail as a reliable information source, and half make purchase decisions according to the mailers they get.
Senior citizens also prefer getting mail because they do not trust online ads. A letterbox marketing program gives businesses an excellent option to connect with all customers, irrespective of their ages—increasing their chances of getting responses!
Top 6 Letterbox Advertising Tips and Tricks You Can Use
Below, we have enlisted the top six ways you can ensure your letterbox marketing campaign’s success:
#1 Segment Your Target Audience
Avoid using the one-size-fits-all approach for letterbox marketing strategies because every customer reacts to your messages differently. Some might appreciate a 5% discount and rush to your store to make a purchase. Others might only respond to more compelling offers, like a 50% cashback offer or free coupons.
Similarly, people living in different locations respond to direct letterbox marketing mailers in unexpected ways. It depends on several factors, like accessibility to your store, competitors’ offers, preferences, buying habits, etc.
The best method to work with these differences is to use segmented mailing lists for your letterbox advertising campaigns. Use geo-demographics and customer data in your system to compile a targeted list of your prospects.
If you need help, PostGrid offers custom mailing lists based on
- Location.
- Online buying habits.
- New movers and old residents.
- Age and gender.
- Annual income.
- The number of children.
- Marital status, etc.
Segmenting your mailing lists allows you to personalize your letterbox marketing messages and tailor your offers according to the customers’ needs. Instead of sending out generic mailers and waiting for prospects to want your products or services, take charge and reach them with what they require!
#2 Focus On Your Artwork
Nothing is more unprofessional than sending mailbox advertising items with a bad design. Your artwork must fit your brand’s marketing objectives and represent your company’s mission.
Try using colours similar to your logo to increase brand recognition rates. You may also include your tagline (if you have one) on all items to make your audience remember you across all channels.
Here are some of the best design tips you can employ for your letterbox advertising artwork:
- Print relevant images with vivid colours to make your message pop. People tend to pay more attention to visuals than written texts! They also make readers grasp the content more precisely, making it worth using custom imagery for your mailers.
- Use enough negative space to make every aspect of your direct mail design visible. Your letterbox marketing offers or CTAs must not get lost among a pool of sentences and graphics. Do not add too many features and make your design messy.
- Make your envelopes look unique and appealing. Many marketers put a lot of effort into their letterbox advertising artwork but forget to make their envelopes eye-catching. It is now time to ditch the boring white outer covers and add a pinch of creativity. Some ideas include using different colours, adding one-line teasers, and employing embossed finishing techniques to attract readers.
#3 Use a Headline That Sells
Lousy headlines impact your audience negatively and make them not want to read your message. But luckily, a well-curated headline has the opposite effect and can drive responses dramatically!
Your letterbox marketing items should have a catchy headline that
- Offer a solution to the reader’s problem.
- Present an exciting proposal.
- Provide the reader with compelling discounts or other offers.
- Create demand for your product or service.
Try to keep it short and sweet so people can remember your campaign for a long time. But remember that it should ignite your audience’s interest and make them want to respond to your letterbox advertising message!
#4 Be Memorable
Though direct letterbox marketing faces less competition, try putting extra effort to stand out from the other mail items your prospect might receive! Customers remember shocking, relatable, or humorous messages better—so add these factors to your content to improve responses.
Tell your brand’s story and show how you evolved over the months or years. People relate to experiences and not features. Limit using technicalities and explain how your products or services can benefit the users.
Other ways to make your mailbox advertising campaign memorable include using oversized envelopes, glossy finishing, riddles, contests, etc. You can also ask your audience to share pictures of their mail items on social media with a unique hashtag to increase engagement. Offer them a small offer to do so or announce winners at the end of the campaigns.
#5 Include an Upfront Call to Action
Your direct mail recipients must know what to do next after they read your letterbox advertising message and wish to respond. Hence, include a straightforward CTA that guides them further and helps you generate responses.
Here are some examples of the CTAs you may use:
- Go to our website now and redeem your free points.
- Get a 20% discount on your first purchase before 10 November 2024.
- Call us or drop us an email to get a freebie.
- Scan the QR code below and unlock a special offer.
#6 Use Marketing Automation
Launching a letterbox marketing campaign in-house can take weeks of planning and effort. You may also have to spend a lot to bring your objectives to life and get a decent ROI.
With PostGrid’s direct mail API, you do not have to limit yourself or settle for a low ROI. Our letterbox advertising solutions allow you to automate your marketing operations and improve overall productivity.
More About PostGrid’s Direct Mailing Services to Assist Businesses in Their Letterbox Marketing Activities
Our automated direct mail services help businesses of all industries send result-driving mailers to their potential and existing customers.
Here are the primary features we offer to our clients for their letterbox advertising programs:
- Mail preparation: PostGrid’s letterbox marketing services allow B2B and B2C companies to design and produce their mailers at bottleneck speeds. They do not need to affix stamps to their mail items, add tracking barcodes, or stuff them into envelopes. Our services help businesses complete these tasks online and save a lot of manual effort and time.
- Postage calculation: Using PostGrid enables clients to get the least possible postage rates for direct letterbox marketing from Canada Post. It lets them ship any number of items at all-inclusive, discounted rates. PostGrid helps hundreds of companies print and mail their items, which allows us to combine mailings and provide every client with reasonable prices.
- Different formats: We help businesses choose from several types, like postcards, letters, newsletters, flyers, brochures, catalogues, etc. They can select a letterbox advertising type according to their budget and preferences and fulfill their marketing objectives effortlessly.
- NCOA and SERP-verified addresses: Our advanced address verification capabilities are SERP-certified, allowing companies to avail of validated mailing lists. PostGrid also runs their customers’ delivery addresses through the NCOA data file to check if anyone has moved recently and update their new address.
- API integrations: PostGrid offers several API integrations for clients to automate their letterbox marketing campaigns besides their favourite systems. Some of our most popular integration choices include Hubspot, Salesforce, Quickbooks, Marketo, and Zapier!
Request a demo to see how PostGrid’s direct mail solutions can help you send letterbox marketing items to your audience at low rates!
