According to a 2010 national study by Sweeney Research based on 600 interviews, 89 percent of households are more than happy to receive a catalogue delivered to their letterbox, while 85 percent of Australians will read them.
Unaddressed mail is a common form of communication that is relied upon by retailers, small businesses and community groups as a means of informing households and businesses about products, services and community issues.
The study showed that consumers continue to believe unaddressed advertising mail is effective and much needed in the community.
Allowing retailers to engage directly with the consumer by delivering information about products and events to a home or business, it improves the quality and availability of product and price information helping consumers make better, more informed purchasing decisions at a time that is better suited to them. The unaddressed mail sector has achieved impressive growth over the last decade with an average growth of six to seven percent per year.
This is due to a number of factors:
- – Unaddressed mail promotes economic efficiency through reducing search costs for consumers and promoting competition between retailers.
- – It is the least cost and most effective way of communicating detailed product and price information.
- – There are no real substitutes for Unaddressed Mail. Alternative advertising media is significantly more expensive to deliver and unlikely to achieve the same level of accessibility, targeting or coverage for the costs involved.
The Sweeney Study also found that Unaddressed Mail is an important advertising medium for small businesses as it allows them to cost effectively market to their local area.
Australia Post’s Unaddressed Mail service can be used to send envelopes, postcards, catalogues, flyers, brochures, samples, magazines, cards and coupons. Effective planning of an Unaddressed Mail campaign will successfully and efficiently help a business achieve desired results, so contact Quickmail if you would like to learn more.