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Channels

Marketing, not just email marketing

A pizza location competes on a street, not on a platform. Nine channels, each with a different cost per contact, a different consent regime and a different job in the plan.

EmailSMSMailFlyersTVRadioSearchSocialThe box

The channel is chosen by the job, not the other way round

Email carries the body of every journey because it is nearly free. SMS takes the moments where timing is decisive, because it costs per message and consent is expensive to reacquire. Mail reaches the households you have no digital relationship with at all. The box reaches the marketplace customer you cannot otherwise contact, and converting one of those is permanent margin recovery on every order they ever place again.

Nothing on this list is optional because it is old. Door hangers remain the cheapest street-level reach available, and geo-fenced connected TV changed the arithmetic for any operator with clustered stores.

All nine

Every channel, with the honest caveats

Email marketing illustration CHANNEL

Email marketing

Deliverability, list health, what to actually send, and why email remains the cheapest incremental order a pizza shop can buy.

 SMS marketing illustration CHANNEL

SMS marketing

Consent, 10DLC registration, message construction, cost per order, and the discipline that keeps an SMS list alive for years rather than months.

 Direct mail and EDDM illustration CHANNEL

Direct mail and EDDM

Saturation mail versus addressed mail, carrier route selection, the formats that get kept, and the honest cost per incremental order.

 Door hangers and flyer distribution illustration CHANNEL

Door hangers and flyer distribution

Running a distribution programme that is actually delivered: route design, verification, offer coding, and the local rules that catch operators out.

 Local TV, cable and streaming illustration CHANNEL

Local TV, cable and streaming

Where linear TV still works, how connected TV changed the maths for multi-unit operators, and the store count at which broadcast starts making sense.

 Radio and podcast advertising illustration CHANNEL

Radio and podcast advertising

Why radio still suits pizza, buying local drive-time efficiently, live reads versus produced spots, and where podcasts fit for a local brand.

 Paid social advertising illustration CHANNEL

Paid social advertising

Running Meta and TikTok for a delivery business: polygon targeting, creative that actually stops the scroll, and the three campaigns worth running.

 Paid search illustration CHANNEL

Paid search

Capturing high-intent local pizza searches, defending your own brand name against marketplace bidding, and keeping cost per order honest.

 Box toppers and in-bag marketing illustration CHANNEL

Box toppers and in-bag marketing

The box, the bag and the receipt reach a customer at maximum goodwill for close to nothing, and they are the only channel that reaches marketplace customers.

Choosing

Cost, consent and speed

ChannelCost per contactConsent neededSpeed to deployBest job
EmailNear zeroYes (marketing)Same dayThe body of every journey
SMSPer messageYes, express writtenSame dayExpiry reminders, same-day triggers
PushNear zeroDevice opt-inSame dayClosest to the meal decision
Box & bagFractions of a centNoneOne print runMarketplace conversion
Door hangersLowNoneAbout a weekTactical, street-level, competitive response
Saturation mailMediumNoneTwo to four weeksAcquisition into 5–12% penetration routes
Addressed mailHighNoneTwo to four weeksNew movers, high-value win-backs
Paid searchPer clickNoneSame dayBrand defence and high-intent capture
Paid socialPer impressionNoneSame dayPolygon acquisition and retargeting
RadioPer spotNoneOne to two weeksDrive time, game day, local endorsement
TV & CTVHighNoneWeeksMental availability where coverage justifies it

Nine channels, one cadence cap.

A birthday email, a win-back, a game-day blast and an expiry reminder in the same week is a normal week in a busy programme and an unbearable one in an inbox.

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