personalised letters to existing customers). general flyers and leaflets) performs very differently to addressed mail (ie. Most research also looks at direct mail and letterbox advertising in the same category, when unaddressed mail (ie. And in the case of letterbox flyer delivery, it’s rare that all three of these conditions are met – which suggests the real-life success rate may be much smaller than these studies state overall. Otherwise, in the absence of these three elements, the response is less than halved. when they can control whether they receive the information or not.when it’s from a brand that they have an existing relationship with, or a brand they know and trust.The study noted that 74% of consumers were pleased to receive direct marketing material when it meets the following criteria: However, there are a few big conditions that call the results into scrutiny. So what can we say about the effectiveness of letterbox drops in Australia?Ī 2016 study by the Australian Direct Marketing Association (ADMA) suggests that unaddressed mail, including flyers or leaflets, is the way 31% of customers prefer to receive marketing information from local brands and retailers. A leaflet with a sizeable discount voucher – say, 50% off your next pizza – will generate more responses than a simple flyer advertising a service like carpet cleaning, particularly one that’s only needed once every few years. On the other hand, a local cleaning or lawn mowing business will need a much higher response rate to break even on a letterbox advertising campaign. Real estate letterbox drops are usually ‘successful’ because the value per lead is so high, and it may only take a few responses to make a worthwhile return on investment. One of the biggest is actually the dollar value of each lead. It’s hard to say what the success rate of letterbox drops really is – there are far too many variables to consider. On average, Australian households still receive under two unaddressed promotional items weekly. Household letterbox distribution is a great Australian tradition, and though its popularity has declined, it’s not quite dead yet. Are Letterbox Drops Still Effective In Australia? In the increasingly digital world we live in, combining letterbox drops with digital marketing can also help businesses achieve the best results in terms of conversion rates.Īre you interested to know how letterbox drops are faring in the information age? This article is for you! Read on to learn more about the success rate of letterbox drops, the pros and cons of using them, the costs involved and how unaddressed mail campaigns compare to digital marketing strategies. Despite being known as a cheap method of advertising, they can also be more expensive than many would assume. However, letterbox drops are less targeted, reducing their effectiveness, and it’s very difficult to evaluate their success rate. With well-designed flyers or leaflets, letterbox drops can certainly generate leads for local businesses. But can letterbox drops still work in Australia in 2021 and beyond?ĭistributing flyers or leaflets by mailbox is a simple and traditional way of reaching out to customers. Often, digital advertising seems to have replaced good old-fashioned leaflet drops altogether. Leaflet and flyer distribution has been a staple way that local businesses attract new customers, as well as reconnecting with existing clients and building customer loyalty. The classic letterbox drop is one of the most popular traditional marketing methods in Australia.
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