Beyond digital: SingPost’s Admail powers measurable, precision marketing to 1.6 million Singapore addresses

Reach the right audience, every time

Pick up any screen, and chances are you’re going to be hit with an ad. Digital advertising has become a cornerstone of the marketing mix today, and according to a recent study by Dentsu, digital advertising segment is projected to expand by 6.3% in 2025.

This means even more ads are coming your way. However, while the medium does allow for better trackability, consumers on the other hand are fatigued by the sheer volume of ads.

This is why traditional mediums and ads cannot be taken for granted, especially when coupled with the right reach.

Transform letterboxes into brand experiences

Seeing the gap in the market, SingPost’s advertising arm concocted solutions that offered a tried and true unique advantage and labelled it “tryvertising” - a marketing strategy where consumers actually try products for themselves before buying. SingPost knows that getting your product into the hands of the right consumers is critical for driving trial and conversion.

Moreover, being leaders in direct mail, SingPost was certain that with the right creative touch, physical mail can become an experience that is memorable and shareable – especially for brands in the FMCG or retail space. Currently, some of the innovative solutions SingPost offers include mailers with QR codes or augmented reality elements, sensory-driven designs such as scratch-and-sniff and texture materials, as well as personalised samples tailored to individual preference.

Target with unmatched precision

As the only distributor with access to Singapore’s entire letterbox network – including private properties, newly launched BTOs, and offices – SingPost’s Admail and HomeDirect solutions enable brands to reach more than 1,638,950 households and offices islandwide.

So whether a marketer is looking to create a campaign to reach a niche audience, or a mass market, a partnership with SingPost enables brands to have this reach within days from ideation to execution. And because it’s all measurable, brands can track engagement, adjust strategies on the fly, and make smarter decisions about where their marketing dollars go.

Unlike other traditional ads, SingPost also enables for precise targeting on specific neighbourhoods, regions or even individual postal codes. This means advertisers can specifically target HDB-only campaigns for mass-market products, high-end samples for condos or landed properties, or even office deliveries for B2B or workplace-focused products. This strategy lets consumers experience a product through a sneak peek before they dish out their hard-earned dollars - redefining how brands can connect with their target audience in a tangible, impactful way – all while earning brownie points.

Proven results: Domino’s Pizza drives sales

One such brand that made the most of SingPost’s cost-effective reach was pizza delivery chain Domino’s Pizza.

With 14 years of partnership with SingPost, Domino’s Pizza used to face challenges in effectively reaching out to residents in new HDB flats and restricted areas such as condominiums and landed properties. Utilising SingPost’s mail drop service, Domino’s Pizza slipped in special voucher redemption rates to its target audience, which led to noticeable spikes in sales and order count during the distribution period and the subsequent three months.

“With Admail, brands can put their product directly into the hands of consumers, creating real-world experiences that digital ads and emails simply can’t match. While social media and email risk being lost in a sea of notifications, direct mail stands out-delivering memorable, tactile engagement that drives both trial and conversion,” says Gan Heng, Head, Commercial, SingPost.

The future of Tryvertising: Personalisation and integration

According to SingPost, “tryvertising” is evolving, it differs from traditional sampling by often providing the full product or a more immersive experience, not just a small sample – and it is getting smarter. With access to rich consumer insights, smart brands are getting ahead of the curve and tailoring samples and mailers to reflect what people actually want, when they want it.

From product type to scent to format, personalisation makes every touchpoint feel thoughtful — not random. And consumers are bound to respond.

In fact, a 2024 Deloitte Digital study found that 67% of people are more likely to buy from brands that “get” them — and over a third are willing to spend more when they feel understood. Nearly 70% say personalisation helps them discover new products they wouldn’t have found otherwise.

But it doesn’t stop at the letterbox. When brands pair Admail with digital campaigns such as retargeting, email follow-ups or influencer content, it creates a seamless journey across O2O.

“Meeting your customers both online and at their doorstep is the new standard for meaningful brand engagement. By integrating direct mail with digital touchpoints, brands can create an omnichannel experience that resonates-making every interaction count,” shares Adele Liew, Manager, SingPost.

Redefining brand engagement in Singapore

At the end of the day, tryvertising is not just product sampling — it’s personalised, cross-channel brand storytelling. And that’s what today’s consumers remember because it's not just mail — it's marketing that moves.

Ready to unlock Singapore’s letterbox network for your next campaign?

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This article was written in collaboration with SingPost.