The fact "the letterbox has never been emptier" creates an opportunity as research shows people want printed bills and marketing not emails.
Industry members told ProPrint that the flood of electronic communication actually makes people more receptive to printed material that lands in their letterboxes – as long as it is targeted.
The latest Australia Post Consumer Survey of 1,000 people revealed that 98% of respondents open their mail and 84% read it on the day it arrives.
"These open rates are exceptionally high when you think about other channels such as email where the average open rate in Australia is 22%," said Australia Post.
"The fact that [60%] of mail is stored for later reference indicates that a mail piece has a relatively long life and may even be passed onto others giving it even greater reach."
"Unless the email is personalised, you feel like it's noise you're getting .
"The letterbox has never been emptier, which provides a prime opportunity for well-targeted print. It’s truly a case of targeting the right person, at the right time, with the right message and the right medium.,
The Australia Post survey also revealed that respondents prefer to receive magazines, brochures, vouchers, bills and sensitive information in printed form.
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