How to use letterbox in an integrated campaign

by Clare Henderson
26 September 2017
How to use letterbox in an integrated campaign
How can coupling letterbox with other marketing platforms lead to strong sales for your business?

Letterbox marketing is a smart tactic. Not only can you reach millions of consumers directly but, according to research by Nielsen, 45% of Australians have considered buying something, 42% visited a store, and 19% went to a website after engaging with letterbox marketing material.
However, letterbox marketing works best as part of an integrated campaign. 
Whether your goal is to increase brand awareness, boost sales, launch a new product range, or communicate an upcoming event, the key to campaign success is getting your message seen and heard by as many of the right eyes and ears as possible. This is multichannel marketing, and it’s been standard practice for years.
However, to be successful today, your multichannel campaign also needs to be integrated. This means having a consistent brand image, tone of voice, and message across a range of platforms. It also means making sure all channels serve a purpose and work together for a better result.

Letterbox drops and other channels

When it comes to letterbox marketing, while you can still get good results from a flyer or catalogue alone, you’ll make a bigger impact if you can hit customers from different channels, and at different stages of their buyer journey. For example, if a customer receives your mailer and they’re already aware of your campaign from TV or radio, they’re more likely to sit up and notice. 
The reality is that customers may need to encounter advertising material multiple times before they react. In fact, industry estimates suggest that people need to see a message up to seven times before they act. The more people see a message, the more they are likely to believe in it – something known as the ‘illusory truth effect’.
So, an integrated letterbox marketing campaign will be more effective because it enables you to reinforce your message, as well as your brand. It also lets you exploit the unique benefits of each channel to boost the overall effect.
For example, while letterbox marketing enables you to reach a highly-targeted audience with a tangible piece of collateral, you can reinforce a local campaign with coinciding press, radio, or billboard ads. A TV ad, on the other hand, can be an effective way to create emotion or awareness alongside a national letterbox campaign.
As well as offline, you also have digital channels, of course, such as social media, email, and search – critical to any campaign today. By running your campaign online beside letterbox, you can extend your reach. You can also send customers cross-channel by adding your landing page to your mailer.

From Special Buys to #sketch4sight

ALDI’s ‘Special Buys’-shaped hole is one of the most prominent examples of successful integrated letterbox marketing. To promote its themed Wednesday and Saturday sales, BMF Australia created a series of ads focusing on the extreme woe people feel without the Special Buy products in their lives.
It ran for a month, supported by online content, radio, and catalogues. The reason it worked so well was that while the letterbox drop established the products available, the other channels helped build context, emotional attachment, and interest. The result? Sell out of the featured Special Buy products.
Another example is The Fred Hollows Foundation #sketch4sight campaign. To raise awareness and drive donations, Salmat and Zoo Republic launched an integrated letterbox media campaign which included sending out a direct mail piece asking people to draw a picture of a loved one with their eyes closed, and to upload it to social media with the #sketch4sight hashtag.
While the direct mail piece got the task in front of people, social gave another dimension to the campaign, enabling The Fred Hollows Foundation to spread its message further and wider. Several major news outlets picked up the story, which generated higher than average donations per donor.

Integrated success hinges on data

These examples show how integrated letterbox campaigns can be extremely effective. However, to be really successful, the insights and creative behind your campaign need to be spot on.
Firstly, this requires a deep understanding of your audience and their needs, right down to an audience persona level. This is not just their demographics, but which marketing channels they prefer to interact with, their spending habits, and their individual wants, expectations, and desires. To know this, you need data – and lots of it.
Some data you will need to research, but much will already exist in your company and, thanks to today’s data-driven technology, extracting and using it is now easier than ever. With these insights, you can then build your messaging and campaign creative based on what will resonate and emotionally connect with your audience.

From letterbox to action

The most powerful letterbox marketing campaigns don't run alone or simply alongside promotional efforts on other channels. The best campaigns are fully integrated. When a customer experiences the same campaign at multiple touch points – their letterbox, social media feed, a press ad – your chance of conversion shoots up.

If you’d like to learn more about Salmat’s letterbox marketing services, click here or call us on 1300725 628.

About the author
Clare Henderson
Senior Manager Client Engagement, NSW

Clare has extensive experience in client services and senior account management. Her career has spanned roles with Nielsen, Bazaarvoice and Hostworks, amongst others. In March 2017 she joined Salmat as an account director, and today she heads up the Client Services team in NSW where she spends her time working to guarantee client success within the ever-changing marketing services space.

More articles by Clare Henderson