LETTERBOX MARKETING
UNADDRESSED MAIL

26

21  DECEMBER, 2018

We love junk mail. We bring it inside, peruse it over coffee, and pass it around to other members of the household. According to Roy Morgan research, more Australians read the printed Aldi catalogue than they do a printed newspaper.¹ So let’s look closer at why this time tested channel is still a highly rated direct marketing tool.

LETTERBOX MARKETING VS THE INTERNET

Of course, when we know what we want, Google is there to enlighten us. But when we don’t, it seems the best way to ‘browse’ at home is still via printed catalogues. With just under 19% of residential home owners displaying a ‘no junk mail’ sticker, that leaves a wider potential audience than the internet, with 32% of those online, utilising some form of ad blocking software. ¹

Letterbox marketing is perfect for those of us who like to browse things of interest, see what’s on offer, and discover what it is we really really didn’t know we needed. One of the best ways to tempt the impulse shopper, letterbox marketing spurs them into action with discounts, limited time offers and free stuff.

Finally, let’s not forget that letterbox marketing is tactile and multi-sensory, with a far longer life span than digital. With less clutter in our letterbox than our inbox, printed catalogues are a great way to generate positive consumer behaviour amongst new and existing customers.²

% of Australians 14+ who find catalogues useful from providing information on …

* reference 1

  • Groceries 44.7% 44.7%
  • Alcohol 38.7% 38.7%
  • Children’s Wear 33.1% 33.1%
  • Toys 31.7% 31.7%
  • Cosmetic & Toiletries 30.5% 30.5%
  • Clothing & Fashion 30.5% 30.5%
  • Large Kitchen & Laundry Appliances 25.0% 25.0%
  • Books 19.6% 19.6%
  • Home Interiors or Furnishings 18.7% 18.7%

TARGET YOUR AUDIENCE

Don’t feel because your letterbox marketing is unaddressed, it’s untargeted. Here are a few ways to hit the ground running with your unaddressed letterbox marketing.

GEOGRAPHIC TARGETING
If consumer behaviour shows that 87% of people will travel 15 minutes or less to visit a gym, supermarket or take-away,³ marketing to your local area is often a great start to reaching your audience.

DEMOGRAPHIC TARGETING
By linking a suburb to the age, education, occupation or marital status of the residents who live there, it’s far easier to reach your ideal customer. These suburb profiles are built using a combination of real estate, census, infrastructure and market data.

METHODS OF DISTRIBUTION

There are two ways to distribute unaddressed mail. One is via letterbox walkers, commonly known as ‘junk mail’, the other is with the regular addressed mail through Australia Post. Here are some of the advantages and disadvantages of both.

AUSTRALIA POST

+ Only option for targeting business customers

+ More reliable

– Higher costs

+ Access to PO boxes, secure apartment blocks and high rise buildings

+ Is delivered with the regular mail, often yielding a better response

+ Better coverage for regional and country areas

LETTERBOX WALKERS

+ Significantly lower cost

+ Advanced targeting options

+ Free suburb profiling tools

– Occasional unreliable delivery

– Residential only

letterbox marketing works …

3.25 pieces of unaddressed mail are read each week

* reference 4

%

55% have bought something from a letterbox catalogue in the last week

8.1 million Australians read the printed Aldi catalogue each week

%

36% often or very often bought something online/in store after seeing an ad in a catalogue

3.25 pieces of unaddressed mail are read each week

* reference 4

%

36% often or very often bought something online/in store after seeing an ad in a catalogue

%

55% have bought something from a letterbox catalogue in the last week

8.1 million Australians read the printed Aldi catalogue each week

If you’d like to know more about Printcraft’s letterbox marketing options, or check out one of our package deals, contact us below. 

1 VOPP Magazine – Winter 2018 “There’s A Big Surprise in Your Letterbox’

2 Nielsen CMV Survey 5, 2015

http://www.marketingprofs.com/charts/2016/31051/how-far-consumers-travel-to-make-everyday-purchases

4 https://www.salmat.com.au/services/local-marketing

https://auspost.com.au/business/marketing-and-communications/business-letter-services/bulk-mail-options/unaddressed-mail

Want to see our articles all in one place?

Subscribe to our e-news here!

SUBSCRIBE HERE

14 + 12 =

using a computer
AUTOMATION
Marketing Automation
with Printcraft PIVOT
marketing automation
MARKETING
Print : An Important Part
of the Marketing Mix

Pin It on Pinterest

Share This