Letterbox Media reaches more Australians

Letterbox media or junk mail?  The popular idea is that we all hate it, but research by Roy Morgan shows the truth isn’t that simple.

Over 10 million Australians say they read letterbox media every week.


That’s more than half the total adult population.

And it’s more than the number who read any category of newspapers or magazines.

What’s more, these readers are surprisingly positive about their letterbox media.  It’s hard to think of it as junk mail when they say things like:

‘It’s like an unexpected treat, where you can shop for essentials or fun things AND save money!’

‘It’s a little self-indulgence.  I read them in my own time, no rush, no interruptions, no pressure.’

Who reads letterbox media?

Both those quotes came from mums.  It’s probably no surprise that nearly one fifth of those reading letterbox media are mums, but other findings don’t fit the stereotype so neatly.

52% of men read letterbox media.  So it’s a way to reach both genders.

Nor is it limited to budget-conscious.  62% of big spenders and more than half of the AB demographic are letterbox media fans.

Perhaps most surprising of all, nearly two thirds of all online shoppers also regularly look at the print marketing delivered to their homes.  For advertising, it’s not a case of ‘either print or digital’ – consumers will pay attention to both.  That’s in stark contrast to news consumption, where most newspapers have falling print circulations but an increasing number of web and app readers.

In common with other print media, letterbox media is more popular with older and mid-life segments.  Even so, it’s worth noting that 48% of young singles and households read letterbox media every week.

So why does letterbox media remain so popular?

It’s easy. By definition, it’s free, and it’s delivered to your home.  You don’t have to stop off somewhere to get it.  You don’t have to fumble with small change.  You have nothing to lose by looking at it.

It’s physical.  Once you’ve picked it up and taken it into your home, it remains there until you do something with it.  It’s harder to forget completely.  Plus, you can choose when you look at it.  It fits in with your timing and your lifestyle.

It’s personal.  Even an unaddressed letterbox campaign is personal – you get your copy, for you and your household.  A personalised and targeted piece of direct mail is even better.

It can be targeted – much more precisely than newspaper or magazine advertising.  Unaddressed mail can be delivered to specific areas only – around your retail outlets, or in areas with a matching demographic.  Addressed mail can be from your own lists or from carefully selected segments of reputable third party lists which match your criteria.  So there’s a high likelihood that much of what the consumer gets is relevant to them.

It’s an opportunity.  An opportunity you might miss.  As one 18-24 year-old male said, ‘If I didn’t have a catalogue I wouldn’t know the specials.’

So next time you’re planning your campaigns, investigate letterbox media with fresh eyes.  If you’ve never done any before, you might want to consider a trial.  If you’ve run letterbox drops or direct mail campaigns before, review results to see what performed best, then research some successful examples for ideas to get your response rate up.  And remember, if you want to discuss some ideas, we’re always happy to talk!

Sources: http://www.powerretail.com.au/marketing/cutting-post-wont-stop-letterbox-advertising-effective/



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