The Visual Media Association (VMA) has welcomed Australia Post’s compromise to deliver unaddressed mail during the first two weeks of December, reversing a prior decision to suspend unaddressed mail throughout the busy Christmas period.
The VMA has been advocating for the reinstatement of the essential service, having been in discussions with Australia Post and in correspondence with MPs, including the Minister for Communications.
As a result, unaddressed mail will now be processed from 2 December to 13 December, with delivery taking place by 20 December across a standard service window.
VMA CEO Kellie Northwood said it comes as a significant win for the industry as it ensures that critical marketing material, community information and political resources reach households in time for Christmas.
“We work with Australia Post across many matters and feedback was issued into our lead contact points outlining the concerns of industry. I welcome Australia Posts’ consideration of our concerns and internal review of the original announcement,” she said.
Recent research, commissioned by the VMA, indicated that 61 per cent of Australians prefer to receive local government material via the letterbox to stay informed across community matters.
Northwood said throughout the summer period, these notices are deemed critical to regional citizens.
“Suspending unaddressed mail would have disproportionately impacted regional Australians during a crucial communication period and as a broader community, the discussions with government is to understand the national reach to every home that the Letterbox provides,” she added.
According to Northwood, December is a peak season for retail communications as well – with 34 per cent of the print and letterbox customer base coming from the retail sector.
“Unaddressed mail plays a vital role in facilitating political discourse, keeping Australians informed in times of emergency and assist budgeting families during the cost of living,” she said.
The VMA is promoting mail through its recently launched Open Up to Mail campaign which is hosting industry insight sessions in Melbourne with independent research commissioned to understand the role of mail in the modern era.
“The widespread concern from customers, elected officials, retailers, emergency service providers and local government reflected how important the letterbox channel remains to Australians,” Northwood added.
“The decision to open a December delivery window for unaddressed mail is a compromise to ensure all Australians are included across vital communications.”
Comment below to have your say on this story.
If you have a news story or tip-off, get in touch at editorial@sprinter.com.au.
Sign up to the Sprinter newsletter