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You may not have noticed this, but the average Australian Letterbox is mysteriously growing bigger and bigger behind your back.
Well, kind of.
I’m not suggesting that the letterboxes are suddenly doubling in size whenever they think that nobody is looking.
No, it’s the actual space inside those letterboxes that’s getting bigger and bigger.
In fact, the truth is that the Australian Letterbox has never looked as empty as it does today in the digital age.
But why does this current situation provide a huge new opportunity for the shrewd Australian Small Business owner?
And why are the overwhelming majority of your customers now far more likely to absorb your powerful printed marketing mail instead of all those emails piling up in their virtual inboxes?
If you run a particularly busy business with items of mail flying about all over the place, you may not have given that much thought or consideration to the increasingly quiet personal letterbox of the average Australian.
After all, when we’re literally snowed under with mountains of incoming and outgoing business mail, it’s fair to say that we may not always be acutely aware of those ever-dwindling post levels in the everyday world outside our office.
I can certainly remember a time, not so long ago, when my own personal letterbox was crammed with all sorts of rubbish on a daily basis.
It used to take me forever to sift through all the cheaply produced and unimaginatively designed junk mail every morning to find anything of real importance.
The situation was getting so bad that I used to get genuinely excited whenever I caught sight of a telephone bill.
At least I knew that a bill was a personal item, aimed specifically at me.
Yes, the providers were only getting in touch to tell me how much money I owed them, but it still felt strangely comforting to be targeted on such a personal level.
Of course, most of that badly conceived marketing mail that I used to receive has moved online nowadays, freeing up more space in my personal letterbox than ever before.
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Checking my post in the morning has become a much more pleasurable and reassuring experience now that most businesses have shifted their marketing into the colder and cheaper world of Cyberspace where it can easily be ignored.
I suppose that our email inboxes have now taken over the strain that our physical letterboxes used to feel every day.
Many of us now have to sift through reams and reams of spammy marketing emails in order to find the odd gem that might actually mean something to us.
Still, at least they’re easier to get rid of these days. Thank goodness for those Trash and Spam buttons.
But now that most businesses are going digital, what effect is the emptier letterbox having on the average consumer?
And how can a Small Business take advantage of the enticing fresh space inside a typical Australian letterbox?
Well, the results from the latest Australia Post Consumer Survey reveal several convincing reasons why a shrewd Small Business should be thinking about harnessing the power of professionally printed direct mail in the digital age.
Firstly, here’s an interesting stat to consider from the report;
The average ‘open rate’ for emails in Australia is only a paltry 22%.
So, 78% of our emails are never even opened up and read in the first place. They’re just floating around in the darker corners of Cyberspace, getting completely ignored by the masses.
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Now compare this figure to physical mail.
A whopping 98% of this is happily opened by the recipient.
Furthermore, 84% of it is opened on the very day that it arrives, whilst a pretty powerful 60% of it is stored away for future reference.
So, unlike those endless emails which can be left hanging around unopened for days before finally being consigned to oblivion with a single click of a mouse button, Direct Mail has a far longer shelf life, is much more likely to get absorbed on the day it arrives, and even has the potential to be shown and passed around to friends.
Now that the letterboxes are getting emptier in the new digital world, there has really never been such a strong opportunity to secure even more genuine prominence with a well-crafted Direct Mail campaign.
Every new slice of physical mail that pops out of a letterbox is now naturally going to carry more weight and significance and appeal than it did back in the olden days when our letterboxes were overflowing with all kinds of stuff.
The Australia Post Consumer Survey reports that potential clients still prefer to consume brochures, catalogues, leaflets, invoices, and pretty much any marketing content in printed form at their own leisure.
The vast majority of customers still trust printed media more than any lifeless electronic equivalent.
Of course, your clients of today and tomorrow don’t want to receive any old rubbish in their letterboxes.
Ideally, they want to see a well-crafted and well-targeted slice of Direct Mail which hooks their interest and rewards their attention.
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So, whether you’re interested in producing an attention-grabbing Post Card, a stunningly designed Brochure, or a visually appealing Leaflet or Flyer, please do feel free to get in touch with the Martin Print team.
We don’t just have the expertise and experience in creative graphic design.
We also have the insight and know-how on pulling in the best possible results from smart business marketing.
So let’s get the ball rolling and crack on with cooking up something truly special for the letterboxes of Australia!
There’s now more space than ever before to create a winning impression…
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