Unaddressed Mail in fashion once again... who would've guessed it?!

The communication medium is making an unlikely return, and unleashing a cost-effective impact!

In a digital age where costs and efficiency are paramount, the allure of unaddressed mail has often been overshadowed by its perceived expenses. However, the industry is seeing evidence that dispels the notion that direct mail is a costly endeavour, emphasising that the investment is not just relevant but pivotal to achieving remarkable results. Cue the (surprising!) comeback of Direct Mail!

For an audience accustomed to steering clear of unaddressed mail due to cost concerns, the resurgence of direct mail might raise eyebrows. But here's the twist: direct mail is now more potent than ever, offering a cost-effective strategy that stands out amidst the digital noise.

Cost vs. Value: Making Every Dollar Count

Consider direct mail not as an expense, but as a value-driven investment. While the upfront cost may seem higher compared to digital alternatives, the returns are where the true value lies. Direct mail's tangible nature ensures your message doesn't get lost in the digital ether—it's physically in your audience's hands. With a lot of users opting to turn on ad blockers, digital advertising cut through has been impacted, making the physical form much more appealing. 

Precision Targeting for Efficiency

The notion of cost-effectiveness is closely tied to precise targeting. Instead of casting a wide net, direct mail enables you to tailor your message to a receptive audience - target by postcode or by suburb name for maximum results and ability to test and measure its effectiveness, ensuring you get the most out of every dollar spent.

Personalisation: From Expense to Engagement

Investing in personalisation transforms direct mail from an expense to an engagement powerhouse. Tailored messages resonate deeply, making recipients feel valued and understood. This level of personal connection can lead to substantial returns, far surpassing the initial investment.

Complementing Digital Efforts for Enhanced Impact

“Don’t put all your eggs in one basket” is a Marketing 101 rule! 

Direct mail doesn't replace digital strategies; it enhances them. 

By integrating direct mail into your marketing arsenal, you create a multi-channel approach that captivates your audience's attention. The synergy between digital and direct mail amplifies results and reinforces your brand's presence.

What you need to know:

Targeting locations – Choose exactly where you send your mail by a postcode or suburb filter (Australia Post has a handy guide on their website where you can download data lists sorted by postcode and suburb to plan your mailing numbers and costs). 

Special conditions in peak times – There are changes to unaddressed mail during peak delivery periods. In 2023 these dates are for bookings and lodgements from 30 October 2023 to 5 January 2024.

Pricing – Postage pricing is based on size/ service and details are on the Australia Post website but as a guide most promo flyers will be covered by the ‘small letter up to 50g’ category which is just $0.24 per item to deliver in the same state. Good value to get into someone’s home on their kitchen bench! 

Case Study: 

The Manly Club on Gilbert Park

We recently helped The Manly Club to produce and distribute a targeted unaddressed mail campaign to targeted areas in their locality after it was identified there are still a good portion of locals who weren’t aware of the offering at the Club (despite strong digital campaigns targeting the area). We had a call from the manager the day the campaign was delivered letting us know that they’d had a huge number of calls to make bookings in the restaurant, and multiple people come in to become members as a result of the mail drop! Excellent result!

We’re experts when it comes to Unaddressed Mail! 

Contact our team to discuss your upcoming campaign today... hello@axisiq.com.au or call 02 6652 6652