Letterbox mail is the unsung hero of marketing, because customers engage with it, says marketing company Salmat, citing its longevity as evidence of its success.

According to Nielson research, consumers spend 29 minutes with letterbox material on weekdays and 33 minutes over the weekend, 45 per cent of letterbox readers have considered buying something featured in letterbox media, while 24 per cent have told their family and friends.

Roy Morgan data displays that 670,000 Australians had looked up a website in the last four weeks because of catalogues. Most importantly, it drives purchases, says Salmat, referencing Roy Morgan research displaying that 55 per cent have bought something from a catalogue in the last week.

Salmat says letterbox marketing is still going strong, so make sure you are using the power of print to help build your business.

This follows on from revelations that marketing departments in mid-tier businesses are looking to print as the top three categories for new marketing spend in 2017.

While the top three channels that saw the most investment in 2016 were online, offline channels are expected to experience a renaissance in 2017. When asked what channels they plan to use in the next 12 months that they do not already use, letterbox drops (14.9 per cent), print catalogues (12.4 per cent) and magazine advertising (12.4 per cent) came out on top as the new channels mid-tier marketers are planning to invest in this year.

Salmat has just finalised a three-month print marketing campaign with franchise Pizza Hut, a move it says has driven profit by 15 per cent across Pizza Hut’s Australian stores. Centrepiece of the campaign was a 19.25 million run letterbox leaflet run, printed by IPMG.

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