An Australia Post report is backing direct mail as an effective marketing medium, with 77 per cent of people who receive letterbox advertising taking the time to read it. The October 2014 survey tracked how much letterbox advertising participants receive and read, including catalogues, flyers, samples and coupons without a name or address. It found that 77 per cent of people who receive letterbox advertising read all or a selection of it, with mail from supermarkets most likely to be read.

Letterboxes: successful engagement

Around 63 per cent sorted through and decided what to read, with 20 per cent reading everything they received. Some 45 per cent read the material as soon as they received it, and a further 43 per cent read it in the evening when relaxing. Some 58 per cent say they used catalogues, brochures and flyers to plan their Christmas purchases and 40 per cent for birthday gifts. Mail is by far the preferred channel for receiving catalogues and flyers, with 45 per cent saying they prefer them in print compared to 24 per cent reading online. Australia Post says in the report that letterbox advertising is ‘a tried and trusted way of connecting with an audience and driving enquiries and sales’ and that the survey shows it ‘continues to deliver on these promises.’ The company’s mail general manager Mark Pollock says, “This channel is still comparatively uncluttered, especially when you consider how much email people receive and how many TV, outdoor and radio adverts they are exposed to. “While some advertising channels are viewed as intrusive, letterbox advertising can be enjoyed by recipients at a time that suits them.” The results follow another Australia Post consumer survey last year that found 85 per cent of people read their mail on the day it is received; 98 per cent open mail compared to 20-25 per cent for email; and 42 per cent of customers prefer to receive bills and statements by mail as opposed to 31 per cent by email, 25 per cent both mail and email, and two per cent neither. Roy Morgan last month found 53 per cent of Australians read catalogues at least once a week and 56 per cent of those are inspired to buy.

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