The Mailbox is Still Most Effective At The Local Level
On many occasions I have heard that the Mailbox is dead, which no longer serves as a technique of dissemination, communication and customer attraction. The point is that when I get home, each trip I find two or three publicity pamphlets from different companies. If the companies are dedicating their resources to this type of communication, some reason will have, no?
The Mailbox is a technique of Direct Marketing that stands out by the capacity of diffusion that has at local level. The good thing about this type of techniques is that they get to reach the targeted target audience, directly and immediately.
Let’s see what the studies on Mailbox say
We have been investigating a bit and according to a study by BrandMuscle in 2014 and confirms that the Mailbox is one of the best offline techniques to reach potential customers locally.
This study has also revealed one of the Best Practices that you should include in your campaigns, these are discount coupons. As can be seen, 83% of the companies surveyed include them in their mailbox campaigns. In this way, the results are devastating, 81% of mailbox shipments generate sales, as long as they contain some type of discount voucher.
So, if you are a company you are interested in attracting the local audience. Direct Marketing sure you know it well, and if you have not already done so, you need a good mailing strategy to increase your sales and you must necessarily include discount coupons.
Really the Mailbox can bring us very interesting benefits, such as having measurable results, segment the offer, loyalty to your target audience, generate brand awareness, is easy to implement and has a relatively low cost.
At this point, if at any point you decide to carry out a mailing campaign it is key that you make a good definition of the strategy to follow. That is what we are going to teach you next.
Define your Mailbox strategy in 5 stages
As in almost all marketing actions, the first thing is to define objectives and a plan of how we will achieve them. For this we must take into account:
Define the type of message you want to broadcast
The message is what in the end you are going to pass on to your potential customers. Most people are saturated with information, so it is vital that your argument is very brief but shocking. You must be able to capture the interest of your target audience and generate curiosity to know more about the services offered by your company.
Choose the most indicated support
Depending on what you want to convey, you must choose the most appropriate support. A magazine, a pamphlet, advertising cards … In addition you must also take into account colors, shapes, images … It should be easy to interpret at a glance what you want to convey to your potential customers.
You must define the scope you want to have and in which areas you want to have presence. If you are a local business, you will surely be interested in having a presence in the same neighborhood or town. Be careful with the extension, as this can affect the outcome of the campaign.
If you are going to make your first campaign, the most important part of this point will come in the post campaign. It is vital to analyze the data once the Mailbox action is finished, since you can have data of the most interesting.
You can analyze in the areas where the distribution has been more effective and more product or service is consumed, consumption trends according to the time of year and area, analyze the socioeconomic class, the demographic distribution … In this way, you can get a profile a lot More precise of your target audience and better adjust the next mailbox campaign you are going to make.
Define the hours and duration of the action
This will depend on the type of product, the time of year and the needs of the company. For example, if you are a toy company you will surely be interested in launching the campaign both at price points to the Christmas holidays, and during these until the key day. The best times of the day should also be determined for the broadcasting of the mailbox.
Post Mailbox, analyze and optimize
We have already gone ahead as you can analyze the results of Geolocation. You should collect all this data and analyze it in order to optimize the efficiency of your campaigns on subsequent occasions. Although at the end of the day the main factor that you must measure is the volume of sales that the mailbox campaign has generated and what has been the ROI.
Easy, you’re not alone!
There may be some person who has had an anxiety attack when they see the great work that is to carry out a strategy of effective mailing. But you do not have to do it yourself. There are different companies that offer mailbox services and are experts in it, so they can advise you and optimize the maximum resources you invest in it.
The Mailbox is a type of action of Direct Marketing that manages to transmit the feeling of proximity and allows a direct interaction with the market. The relationship you have with the target audience is in real time and can directly affect in a matter of hours the volume of traffic you generate in your store. It is certainly a marketing technique that will continue to last for many years.