High-tech shunned as consumers prefer post

Whether it be for promotional messages or essential communication such as bills, the report reveals Australian consumers vastly prefer post to any other medium.

The research, sponsored by Australia Post, interviewed over 1000 Australians, examining their media preferences for receiving different types of marketing and business communication across 15 industries within the service, retail and not-for-profit sectors. It also explored if media preference was affected by an existing relationship with a business.

This is good news for the printing industry, especially as it was rocked in March by plans to slash printing for financial statements from some of the country’s top corporates, spearheaded by the newly formed eTree initiative.

Adam Sinclair, TNS Australia Financial and Business Services director, says, “This is the first Australian research that gives a clear and in-depth picture of how and when consumers want to hear from organisations. What is interesting is that while age, income, existing relationship with an organisation and industry make some differences in preference, mail is almost always the preferred choice.”

Key findings concluded that 67 per cent of customers prefer to receive promotional messages in their letterboxes, and personally addressed mail is preferred by over half of customers and almost a third of noncustomers for advertising and promotional messages from telecommunication companies. Also, more than half of all consumers prefer to receive unaddressed catalogues or mail from retailers, over half of all customers prefer most marketing communications at least monthly, and financial statements and credit card bills are strongly preferred by mail at least monthly.

Mark Roberts, Australia Post mail marketing manager, sees the research as essential reading for any organisation wanting to maximise its return on marketing investment and communicate effectively with existing and potential customers.

“It offers unique consumer insight by outlining their preferences for certain communication channels. No matter how relevant a message is, it can be lost if the channel is inappropriate,” says Roberts.

“Getting this right is a fundamental step in reaching consumers successfully. Whether it’s a sports club targeting potential new members or a bank sending promotional information, the message from Australians is use the post.”

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