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Juicebox

Juicebox

December 22, 2014

You may have noticed that your mailbox is becoming increasingly full with junk mail. So does it work? And how much does it cost?

You may have noticed that your mailbox is becoming increasingly full with junk mail. So does it work? And how much does it cost?

For many years the big retailers have sworn by the power of their weekly or monthly catalogue drop. To the point where many have service level agreements with their printers to ensure they are printed and delivered on time or they get financially compensated. Having personally sent out over 8 million catalogues over the last few years I can attest to how much value they can provide as part of an integrated marketing plan.

Area mail drops can be an effective use of marketing budget

This is further backed up by recent research illustrating that over 10 million Australians 14+ (53%) read one or more catalogues in an average week in the year to September 2014—and 5.8 million (56% of readers) bought a product as a result of seeing it in a catalogue. 8 million (41%) Australians read supermarket catalogues in an average week, and 58% of those buy from supermarket catalogues. When it comes to prompting purchase among readers, the next strongest catalogues are for Chemists (36% of readers buy something from catalogue), Liquor stores (33%), and Department/Discount stores (31%), data from Roy Morgan Research shows.

56% of readers bought a product as a result of seeing it in a catalogue

Ok so how much does it cost?

Because area mail drops don’t need to be distributed by Australia Post they can go through much cheaper distribution channels. These distribution channels can be as cheap as 4 to 5 cents per catalogue delivered. Printing costs vary considerably due to the size, format and quality of piece. If you print a simple mail piece at a decent quantity (>50K copies) print costs can be as low as 5 cents per piece. This means it’s very possible to print and distribute mail drops for under 10 cents a piece. For many businesses they pick specific suburbs to target with the highest density of their target audience to increase ROI. 

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