We all know that Christmas is our peak time for mails, with 30% of our mails income being delivered in the month of December. Talking to our mails customers in a way that matters to them in the lead up to Christmas is vital to our success – and our Christmas campaign has done just that.
This year, our Mails Christmas marketing has taken an integrated approach using both online and in branch to target three key customer groups. We’ve used social media and digital channels to engage with our audiences and tell them our story. Then in branch we have used more direct service messages at the point of sale: telling each group that they can trust us to send their items because we know, more than anyone else, that it’s never just post.
Here we take a look at our Social Senders
Who are they?
They’re the customers who make up the bulk of the interactions you’ll have in branch over the Christmas period. They’re the ones 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.
What do we want to tell them?
These customers 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. So we want to remind them that we can send their items safely and securely and make things easier at Christmas.
How are we telling them?
Overall 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 giving handy hints, like this one with Nick from Blaenavon.
You've been asking.... "Can 1st or 2nd class stamps be used abroad?".— Post Office (@PostOffice) November 28, 2018
Nick from Blaenavon Post Office has the answer 🌍✉️🎄 pic.twitter.com/velb5uGKvU
And on our website we’ve displayed information easily so these customers can see what they need in no time at all.
This theme continues in branch on our posters and leaflets; telling customers 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.
What’s the opportunity?
As we mentioned, these customers are potentially only come in once a year, and could easily be tempted to go to a competitor. So this is our opportunity to make a connection with these customers so they’ll feel fondly about us in the future and come back whenever they need to post again. Unlike the online sellers, their driver for getting their post to its destination is emotional but equally, they want convenience and ease. Therefore getting the right product to them is really important to make sure their items get to their intended receiver well in time for Christmas.