Why Carwashes Should Embrace ‘Share of Mailbox’ Marketing

In an era dominated by digital marketing, carwash operators are discovering the untapped potential of a more traditional approach: direct mail. While email campaigns are effective, the sheer volume of digital clutter often drowns out even the best efforts. Enter “share of mailbox” marketing—a strategy that leverages the declining volume of physical mail to capture attention and drive customer engagement. Physical mail stands out precisely because it’s less common. “The mailbox has gotten less and less [mail] over time,” says Noel Peña of Digital Recognition Network. “Direct mail is now one of the most powerful tools available.”

Research supports this, showing that consumers recall brands from direct mail 75% of the time, compared to just 44% for digital ads. The tactile experience of holding a postcard or flyer creates a lasting impression that digital messages can’t match. To maximize impact, carwash operators can combine direct mail with data-driven targeting. License plate recognition (LPR) technology provides detailed insights into potential customers, enabling highly personalized campaigns. “

We have over 200 pieces of data on each consumer car passing by,” Peña explains. Pairing this with digital touchpoints—like social media ads or Google Informed Delivery—can amplify results, boosting response rates by 23% to 46%. For carwashes looking to cut through the noise, “share of mailbox” marketing offers a proven path to growth.
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