Get the lowdown: Our Christmas marketing campaign

Get the lowdown: Our Christmas marketing campaign

Why run a Christmas marketing campaign?

We all know that Christmas is our peak time for mails, with 30% of our mails income being delivered in the month of December. So talking to our mails customers in a way that matters to them in the lead up to Christmas is vital to our success.

Who do we want to reach?

Our Mails Christmas marketing has taken an integrated approach using both online and in branch to target three key customer groups: market place sellers, social senders and returns customers.

So who are these three groups, how can you spot them in branch and what do we want to tell them?


Marketplace sellers:

How to spot them:

  • These customers are business people, using the post office as a crucial part of their enterprise to distribute their items across the world
  • Generally they send in bulk, but this doesn’t negate how much each parcel means to them. If we don’t get it right, they lose out on more than money, their brand loses out and their customers will go elsewhere!

What do we want to tell them?

  • This Christmas we’ve wanted to tell this group more about products that make sure their customers are happy. Pushing products like Drop & Go is a key part of this, as well as making sure we’re front of mind when they’re sending items elsewhere
  • So, we’ve created a Christmas edit on Facebook which features all three of our sellers explaining how they are preparing for their busiest time of year.  This clip also featured on the Drop & Go pages on our website too

Social senders:

How to spot them:

  • These are the customers sending Christmas cards to their loved ones and posting presents around the world
  • They might not be so familiar with what we do - in fact, many of them might only set foot inside a post office at this time of year
  • They might not be aware of all of the services we provide and could be tempted to go elsewhere to post their items if it’s more convenient

What do we want to tell them?

  • We’re focusing on giving these customers the information they need in a way that is easy to understand. We’ve done short videos with postmasters on Twitter. And on the website we’ve displayed information simply, so customers can see in no time at all what they need
  • In branch, we have posters and leaflets, telling them the best way to send their post and highlighting how convenient we are, to let customers know that not only do we offer the best service, we’re also open for longer than they’d expect!

Returns customers:

How to spot them:

  • These are the customers laden with online shopping bags and returns labels
  • They want speed and security when sending items back. They generally see their trip as a chore, but equally want to be safe in the knowledge their parcel will reach its destination and their money will make it back into their bank

What do we want to tell them?

  • This is a competitive market, so we want to make sure we stay front of mind for these customers when they’re shopping online. These customers are all about ease rather than price, so we need to let them know how easy it is for customers to send parcels back at the Post Office
  • We’ve used in branch posters and our website to drive awareness, but the best place to talk to these customers is on the pages they’re shopping on. This year we’ve used Online display with key sites like EBay and Amazon to grab customers’ attention at their point of buying