Australasian Catalogue Association

Category: Additional Research

Modes of delivery and customer engagement with advertising mail

Advertising mail delivered to a recipient’s door generates higher “read and response” rates than advertising mail delivered to the curbside or a neighborhood cluster box. Door delivery customers also are less likely to throw their ad mail away than customers with curb or cluster box delivery.

Highlights

  • The OIG, working with InfoTrends, surveyed 5,000 households across the country to help determine their engagement with advertising mail.
  • Customer engagement with advertising mail varies with mode of delivery.
  • Door delivery customers report higher levels of engagement with advertising mail than those who receive their mail through a curb or neighborhood cluster box.
  • Analyses of data from two Postal Service surveys reveal a general consistency with the results from the OIG-InfoTrends survey, which was analyzed by Professor Michael Bradley.
  • Centralized delivery will lower Postal Service delivery costs, but could have implications on the demand side. We suggest that the Postal Service and advertising mailers work together to understand these potential impacts.

Source: United States Postal Service

The private life of mail

In today’s rapidly transforming media landscape, brands and consumers are communicating in more diverse ways than ever.

Mail, however, represents a significant point at which communication becomes physical.  It’s an unprecedented look at what happens after mail enters the home, which is why we’ve called it, The Private Life of Mail.

  • Mail in the home
  • Mail in the heart
  • Mail in the head
  • Mail in the wallet
  • The Salvation Army case study

Source: Mail Men

Better connections: Mail continues to deliver

The Australia Post Consumer Survey looked at how much personally addressed mail and unaddressed mail participants received and read, including examining responses to mail and email from specific industry sectors and types of information. This is based on recall of what has been received in the letterbox or inbox in the previous week.

  • Mail findings: personally addressed mail
  • Mail findings: unaddressed mail
  • Checking and reading mail
  • Who’s sending and receiving personally addressed mail?
  • What do Australians prefer to read
  • Channel preference by message type
  • Channels customers prefer different industries to use

Source: Australia Post

Better connections: How letterbox advertising engages and drives purchasing behaviour

The Australia Post Consumer Survey looked at how much letterbox advertising participants received and read, including examining responses to letterbox advertising from specific industry sectors. This is based on recall of what had been received in the letterbox in the previous week. Letterbox advertising includes coupons that do not have the recipient’s name or a “To the homeowner” address on them.

  • Letterbox advertising volumes
  • Industries that send letterbox advertising
  • How people interact with letterbox advertising
  • Driving enquiries and sales

Source: Australia Post

Views on media channels

How do Australian consumers want to hear from brands and how well do marketers know their audience? Two surveys were undertaken to find out.

  • How do Australians feel about advertising?
  • Top 10 most effective advertising channels
  • Top 3 attributes of each channel
  • Channels on the path to purchase
  • Industry Breakdowns

Source: Australia Post

Pan-European Door Drop Census

The European Letterbox Marketing Association (ELMA) has published its second pan-European census of door drop media now covering 22 markets.  The research found that the door drop market in Europe increased by 2.3 per cent to 112 billion items in 2011 worth an estimated €3.9bn of media spend; an increase of 4.9 per cent compared to 2010.

In terms of the average number of items received by households in Europe, there continues to be a significant difference between the highest and lowest country.  Households in The Netherlands receive on average of 36 items a week compared to Ireland and Romania who receive two.  The average number of items received by households across Europe is 12.

Commenting on the research findings, Mark Davies, ELMA President and Managing Director of TNT Post DoorDrop Media UK, said:

“The Census emphasises the resilience of the door drop medium in Europe in an increasingly digital age, with its flexibility in responding to Marketer’s needs being the staple reason for its continued success. Our research shows that the channel is rebounding following recessionary pressures on volumes and prices in 2009 and 2010.

“With an average weekly volume of 12 items, it reinforces that door drop remains a significant marketing channel in Europe in addition to providing jobs for over 130,000 people.”

Source: European Letterbox Marketing Association

Creating Connections that matter: How Australians want to hear from brands

How do Australians view advertising, and what do they see as the most effective advertising and most useful channels when interacting with a business? Australia Post surveyed more than 9,000 Australians. Here are the key take-outs.

  • Attitudes to advertising
  • The most effective channels for advertising; how marketers invest
  • Top five most effective channels for each demographic segment
  • Using the right platform for your advertising
  • Channels and the path to purchase
  • Useful channels across industries

Source: Australia Post

Sales effects of radio and catalogue advertising

A field experiment involving 95 variety discount chain stores was conducted in which in-store radio ads were run in different formats and schedules, across different blocks of stores, over a 4-week period. The test products were advertised on in-store radio either (a) at their regular price, (b) at a discounted price or (c) at a discounted price that was also advertised in mail circulars. The resulting weekly sales data indicated that in-store radio advertising had little or no effect on sales of regularly priced products and discounted products also featured in the mail circulars, and increased sales of only one discounted product not featured in mail circulars. By contrast, the mail circular advertising resulted in consistent increases in sales of the test products.

Source: Journal of Marketing Communications