Australia Post claims that 83% of people bring letterbox advertising into their homes with their regular mail, making it an “uncluttered” channel for marketers.
While direct marketing techniques may have fallen out of favour as a way to drive engagement, the October 2014 Australia Post Consumer Survey found it still has audience cut-through. The report, which surveyed 2000 respondents found that people have recall of almost 13 pieces of letterbox advertising per week.
“This channel is also still comparatively uncluttered, especially when you consider how email people receive and how many TV, outdoor and radio adverts they are exposed to,” Australia Post GM mail products Mark Pollock said.
The report also found that letterbox advertising is key around Christmas an other gifting celebrations, with 58% of respondents noting they they had used catalogues, brochures and flyers to plan their purchases. A further 40% use this material when considering birthday gifts.
In addition 60% also said they had shared a piece of letterbox advertising they received with another household member.
“While some advertising channels are viewed as intrusive, letterbox advertising can be enjoyed by recipients at a time that suits them,” Pollock said.
“45% of recipients read their letterbox advertising immediately, while 43% read it in the evening, while relaxing.”
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