Hundreds of jobs are on the chopping block at Australia Post mail rooms despite its own survey saying physical mail outperforms online communication among consumers. Post conducted a survey of 2000 people in December last year and found almost all Australians read their mail, with 60 per cent reading it thoroughly, and 54 per cent storing it for future reference.
The survey shows an average of 7.5 pieces of personally addressed mail and 10.8 pieces of unaddressed mail a week were received by consumers, and almost 99 per cent of Australians opened their mail. The results also show 82 per cent check their mail daily, and 83 per cent spend 2.9 minutes on average reading it the same day of receiving their mail. Australians were most likely to read mail from financial institutions, utilities companies and clubs or interest groups, the surveys notes. They also prefer hard copies of important or detailed items, however for informal communication online is preferred. Kellie Northwood, executive director of Two Sides Australia, recently went on a tour across major Australian cities promoting print on the Value of Paper and Print road show. She said: “What we often do not hear is how successful the print media channels are but catalogues had growth in volumes last year. And they most likely will increase this year too.” She says if DM, brochures and leaflets were combined then the stats would show that sector to be growing and performing well in the market as well.
Kellie Northwood, executive director of Two Sides Australia
Northwood says, “I have been listening for the past five to seven years that print is dying, print is extinct, print is over and seven years on print is still growing. “I think we need to get off that print is dead mentality, because it is not, the stats and the data are not saying that at all. Is it really effective and stable in a world where you have a lot of channels that are competing for the marketing budget.” The Post survey confirms Northwood’s claims saying Australians wanted to receive magazines, important or sensitive information, as well as brochures and catalogues, with detailed information and voucher or coupons as physical mail. The report says 35 per cent of consumers prefer online which includes emails, newsletters, and invitations to special events or sales, however 38 per cent want bills and statements in the mail. Post sent the survey to industry subscribers in an email newsletter, which included information about the new promo service, and what the carriers of other countries are doing to with global mail trends. The latest report substantiates Post’s October survey, which promoted direct mail, showing 83 per cent to bring it into their home with regular mail, and 45 per cent read it straight away while 43 per cent wait until they are relaxing in the evening to read through the brochures. The report also indicated some 60 per cent share their DM with another member of the household. It says 38 per cent of those seeking more information about a product they saw on a leaflet visit the company’s website, while 34 per cent go to the retail store. Of those who want to buy, 56 per cent went to a shop and 20 per cent made an online purchase. Some 58 per cent say they used catalogues, brochures and flyers to plan their Christmas purchases and 40 per cent for birthday gifts.
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