VMA RESEARCH: LETTERBOX GOOD FOR CHARITIES

The Visual Media Association (VMA) has released new insights as part of its Open Up To Mail campaign, which has highlighted the significant reach of charitable organisations through traditional media.

The report follows a second insights session focusing on the pivotal role of charity and fundraising via the humble letterbox.

The research, conducted by independent agency, The Source, revealed 25 per cent of Australians and New Zealanders have received charity mail in the past 12 months, showcasing the significant reach of charitable organisations through traditional media.

One-third of recipients said they retain charity letters for an extended period – putting them in a to-do pile for further actioning and keeping with personal letters.

The new data compliments previous Open Up to Mail research highlighting the important role of the letterbox and the print within it, including:

> Three quarters of Australians (75 per cent) believe that getting their mail delivered by the local Postie is an essential part of society.

> Checking the letterbox remains a prevalent Australian pastime, with 73 per cent being habitual checkers, either daily (42 per cent) or several times per week (31 per cent).

 > Roughly two-thirds of Australians (66 per cent) read promotional material in their letterbox.

> Most Australians are happy to receive catalogues and community notices in their letterbox if they are interesting and relevant.

 > More than half (54 per cent) of Australians concentrate more on promotional material when it is in their hand rather than sent by email.

> The letterbox also proved to be a more reliable source of information for Australians, with only 29 per cent saying they distrust information received by mail, compared to 38 per cent who distrust email communications.

 > The average Australian leaves 1,215 personal emails unread, whereas 84 per cent of personal letters mailed are read immediately.

“The power of the letterbox channel is clearer than ever,” said VMA CEO Kellie Northwood. “With 25 per cent of Australians receiving charity mail in the past year, it is evident that these letters play a crucial role in connecting communities and promoting goodwill. Charity correspondence received in the letterbox enables more emotional connection, is the most trusted, which is important, and stays in the home for longer.

“For many, especially those facing financial hardships - about seven million Australians struggle to afford home internet - the letterbox channel serves an important purpose. It is a means of engagement that can bring joy and purpose, encouraging people to support important causes.”

The Open Up to Mail campaign, supported by industry protagonists Australia Post, IVE Group, the Mail Industry Coalition, and other key stakeholders, was created in response to the federal government’s Postal Services Modernisation project outlining the role mail, and the print within it, plays across Australian society.

VMA will host a third Insights Session focused on retail and brand marketing in the letterbox channel in Melbourne on Friday 18 October at 10.30am. Those interested can register here.