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.
Industry Insights
Explore the latest Australian consumer insights into the enduring value of print and physical mail from trust, engagement and relief from digital fatigue to sustainability, circularity and environmental responsibility.
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.
Industry Trends
Explore how physical mail continues to support inclusive, trusted and effective communication across government, healthcare and the not-for-profit sector helping vital messages reach citizens, patients and donors in a tangible and accessible way.
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’.
Print media is the most trusted advertising channel. There are lower levels of trust among online channels, with professional channels (e.g. networking sites and business email) the exception.
The story is similar for information recieved: Print Media again in the lead as the most trusted source of information across channels.
Followed by professional channels (e.g. networking sites and business email) where we again see healthy 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.
57%
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
50%
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.
Charity and the Letterbox
The stats
behind the story
Australian and New Zealanders generally have positive feeling toward print materials, particularly promotional flyers, coupons and personal letters from charities.
A third hold on to Charity Letters for an extended time: higher than both Promotional Flyers and Coupons and Catalogues.
Charity letters tend to occupy the same places in consumers’ homes as their personal letters.
A particularly high proportion – almost one in five – get put in a ‘to-do’ tray.
CASE STUDies
Explore how leading organisations are using data driven print and physical mail to increase engagement, strengthen customer and community connections, inspire action and deliver measurable commercial and social outcomes.
