Why is Letterbox Marketing Important and How Can You Ensure Its Success?
There are two things that marketers in all industry verticals always find challenging. One is finding new potential customers for their business, and the other is engaging with a cold lead. What if we told you that both these problems have a simple solution?
Yes, by using a letterbox marketing campaign, you can tip the scale of the existing balance and get noticed by your target audience. Not sure what is letterbox advertising or how it can help your business? Well, you need not worry about that because we will give you the answer to that question as you read on.
What is Letterbox Advertising?
A letterbox or mailbox is used in private residences or businesses to receive incoming mail. Letterbox advertising involves delivering printed marketing materials such as flyers and brochures by dropping them in the letterbox.
However, it is not the same as direct mail advertising because it does not require you to have a highly targeted mailing list. Your marketing materials do not require an address at all. But that’s not even the best part! It is significantly cheaper to send this type of marketing mailer.
Furthermore, Royal Mail offers a unique postal service called Royal Mail Door to Door service, which lets your business quickly implement letterbox advertising. We even have a detailed article on how you can use the Door to Door service efficiently for your business.
Also Read: Door to Door Mail Delivery Service
Why Is Direct Letterbox Marketing So Effective?
Some of you might think Royal Mail Door to Door service is an outdated way of marketing your products and services. And you wouldn’t be wrong to some extent. But, in actuality, you overlook many aspects when you say offline marketing methods like letterbox advertising are outdated.
For instance, the digital marketing spectrum has become so mainstream that it is practically impossible for a new player to get noticed. Offline marketing, on the other hand, is less competitive. Furthermore, it is not so easy to ignore, like how you can leave a text or email unread forever.
Here are some of the reasons why direct letterbox marketing is so effective for marketing your products or services:
They Are More Personal:
The feasible nature of mailers makes it more personal than seeing your marketing message on a screen. You can use the demographic trend to offer relevant marketing content to the target. Using a smaller demographic or area can run even more personalised marketing campaigns.
Targeting Based On Demographics and Cold Lead:
As we mentioned above, when sending unaddressed marketing mailers, you can target audiences based on their demographics. But, more importantly, you can use letterbox marketing to target your cold leads, and there aren’t many effective marketing strategies that can do this.
They Offer No Distractions:
The thing with online marketing campaigns, especially on mobile devices, is that the audience gets easily distracted. No notifications pop up on a printed flyer that could take the recipient’s attention away.
How to Ensure The Success of Your Letterbox Marketing Campaigns?
You can take several steps to ensure that your letterbox marketing campaigns are successful. Below we discuss some of these steps and how they can help your marketing efforts harness the desired results.
1. Keep Your Marketing Material Simple
Simplicity goes a long way in Door to Door marketing materials like flyers. You can follow a rule of thumb to ensure the marketing material remains simple: pick a clear objective and stick to it. Never have cluttered information in your marketing material. However, you can use bold colours, compelling headlines, and aesthetic images to grab the audience’s attention.
2. Highlight The Benefits of Your Product/Service
Your marketing material should highlight the significant benefits of the product or service you want to sell. Make sure you don’t mistake the benefits with the features of the product or service you are selling. A good letterbox marketing campaign focuses on the customer’s benefits rather than the product/service features.
3. Use Quality Content
Quality content implies that your marketing message should be powerful enough to grab the prospective customer’s attention. But, merely grabbing the prospect’s attention is not enough. The content must be engaging, maintain a consistent flow, and ultimately generate the desired response from the candidate.
4. Ensure An Attractive CTA
CTA or Call-To-Action is a crucial part of direct letterbox marketing. Simply showcasing your contact details is not enough to make a great CTA. Ideally, it would be best if you offered discount coupons or some other incentive to the prospect to encourage them to take action.
5. Be Consistent In Your Marketing Efforts
The one thing that separates a good marketer from the average and below-average ones is consistency. The chances are that your first letterbox marketing campaign will not yield the desired results. Some marketers may give up and move to a different marketing strategy. But, an experienced marketer will know better and use multiple correspondences to get a response from the target audience.
6. Target Your Most Promising Leads/Prospects
Suppose you are an insurance service provider and already have a list of promising leads for your business. In that case, it might be a good idea to pitch them with a flyer or similar marketing materials. Why? Because it reinforces your brand in their minds. Finally, when they are ready to purchase, they will automatically think of your company first.
7. Regularly Evaluate Your Letterbox Marketing Campaign
Like every other marketing strategy, regular scrutiny is necessary to build a successful letterbox marketing campaign. Only then can you ensure a profitable ROI for your marketing efforts. You can also run AB testing to find the best offer, design, marketing message, etc., for your campaigns.
8. Ensure The Timing Is Perfect
Timing of your letterbox marketing campaigns can often be a game-changer. You can increase your chance of success by understanding customer habits relevant to the product/service you are selling. Hence, you can ensure your campaign catches the audience’s attention and boosts customer engagements, leads, and sales.
How to Use PostGrid to Improve Your Letterbox Marketing Campaigns?
PostGrid is a direct mail automation tool that enables you to automate your entire direct mail process. It means you can conveniently execute letterbox marketing campaigns for your business without doing any manual work. You can simply set up your campaign using PostGrid and sit back while the system does all the job for you.
As a result, you can save valuable time, energy, and resources on your offline marketing campaigns. Furthermore, PostGrid offers advanced personalisation capability if you want to run highly targeted direct mail campaigns. It means you can send personalised marketing materials to your existing and prospective customers with a button.
Conclusion
As one of the most cost-effective ways to reach a broad audience, letterbox marketing is perfect for businesses of all sizes. It helps you save time and money with a simple marketing strategy. It even lets you target prospects based on their demographics and other influencing factors.
Make your marketing efforts even more effective by using a direct mail automation system like PostGrid. You can print and deliver marketing materials to your target audience using a convenient software solution.
You can even use features like geocoding to target your letterbox marketing campaigns. Hence, every business must consider using a tool like PostGrid to access the full potential of letterbox advertising.
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