The Open Up to Mail campaign has been developed to share insights into the role of the letterbox across societal balances and consumer trends throughout Australia and New Zealand.
The research will run across three (3) years and has been independently conducted by well-regarded research agency, The Source brings expertise in market research across the United Kingdom, Australia and New Zealand, having worked across sectors including media, retail, government and telecommunications.
From fact sheets to shareable resources, the Open Up to Mail campaign website is your hub for downloadable content, quarterly industry insight events, and networking.
How often are we checking our letterboxes
Australians and New Zealanders regularly check their letterboxes: the vast majority are at least checking several times a week.
The Role and Meaning of the Letterbox
The letterbox has different meaning to different people. For many, it’s a channel for surprise; an important part of their daily ritual; and an essential part of Australian society.
The Stats
Behind the Story
Over and above the fact that the letterbox has meaning to Australians and New Zealanders, the materials that arrive in it tend to get handled and seen.
Materials in the letterbox are being handled and seen, and there is positive consumer sentiment toward the letterbox.
This contrasts quite strongly with email inboxes.
71%
of Australians are regularly checking their Letterbox (40% Daily and 31% Several times a week).
The rapid growth of tech, and online safety in relation to scams has a number of people concerned. There are also worries about unity and sense of community.
Technology and its impact has grown exponentially in the last 5 years and while it’s exciting, the prevalence of scams and crowded inboxes is leaving many feeling overwhelmed. There is a significant nervousness around digital scams and a lack of privacy via email and text particularly in Australia. It’s never been easier to click and forget – information via crowded inboxes can be out of sight and out of mind.
Digital Fatigue & Community Disunity
The Stats
Behind the Story
Compared to Social Media, Text messages, and email, there are lower levels of ‘distrust’ in the information received through the letterbox, and conversely higher levels of ‘trust’.
With digital fatigue and crowded inboxes, printed media offers a less overwhelming channel in which to engage and remind.
Research shows that mail can act as a single unifying information channel.
53%
of Australians and New Zealanders agree that mail in the letterbox ensures no one in society misses out on important information.
Connecting & Engaging Through the Letterbox
At its best mail has the power to do the following; make a brand experience feel more premium and offer added value to consumers. It also has the power to feel like a sensorial and immersive experience.
The letterbox remains an engaging channel. Australians and New Zealanders frequently use it, feel positive toward the materials inside it, and believe there is greater opportunity for it.
The Stats
Behind the Story
2 in 5 people say I can’t afford a newspaper or magazine subscription so receiving a free catalogue in the mail is great.
44%
of Australians and New Zealanders say that they would be more likely to review promotional material in their letterbox if it was more visually engaging.
