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The power of direct mail – Print21 Magazine

Wednesday, 21 February 2018
By Print 21 Online Article

A SendPro postage meter from Pitney Bowes.

When you receive an advertising email or eDM, chances are you’ll ignore it – or your email client will helpfully whisk it away into a junk mail folder so you don’t even see it. Not so with physical mail, which is much harder to ignore: you have to pick it up, and that encourages you to interact with it. Australians seem to like it that way too, with a 2014 Australia Post study finding that at least 50 percent of Australians over the age of 18 preferred personally-addressed mail to email for magazines, important or sensitive information, and brochures or catalogues.

Read Jake Nelson’s in-depth report about the latest trends in personalised direct mail in the new issue of Print21 magazine and available online here.


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