Increasing the Stakes for Digital Mailbox Growth: The Zumbox $1,000,000 Giveaway

Matt Swain
Jul 7, 2011

We are creatures of habit and change is driven through incentives. Our recent research on electronic bill presentment & payment showed that 30% of consumers who are currently receiving no bills or statements electronically would change given a positive incentive to do so. Billers have put significant marketing efforts into consumer incentives to influence change, but the incentives vary significantly. We have seen incentives range from the pat on the back for “saving the environment,” to an ongoing discount, to sweepstakes and giveaways. Zumbox, a provider of digital postal mail, has set a new bar in incentivizing in this market space with its $1,000,000 giveaway.

Zumbox has created a digital mailbox for every street address in the United States and placed a prize letter in each mailbox that lets you know whether or not you have won a prize (after you verify your account). With prizes ranging from Amazon and Starbucks gift cards, to iPads and laptops, to 20 Nissan Leaf hybrid cars, and 3 $1,000,000 winnners, Zumbox is banking on leveraging a compelling incentive to change the way we think about mail. What increases the intrigue of the offer is that if you refer a friend, you win what they win. So hypothetically Zumbox is poised to pay out 6 $1,000,000 prizes between winners and referrals.

The incentive seems to be working. Two weeks into the giveaway, Zumbox has given away over 400 Starbucks gift cards, two dozen Amazon gift cards, three iPads and a laptop. This effort addresses the chicken and egg dilemma (where consumers are now incentivized to verify their accounts), helping to create the critical mass that will attract the billers and other high volume mailers.

InfoTrend will further review this topic in its upcoming study, The Emergence of Digital Mailbox Services: Moving Beyond Online Bill Consolidation in the U.S.

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