3 Reasons You Should Love Junk Mail
By Simone Cariss
It seems I am not alone in my love of the glossy pile of catalogues that have just hit my letterbox. We’re in the printing game so I treat it a bit like market research. But I do secretly love it, always have. Maybe it’s a by-product of growing up in the 80’s.
The latest stats by Roy Morgan Research shows that over 12 million Australians say Catalogues are the most useful media for providing information on what to buy in one or more product categories.
But doesn’t everyone hate Junk Mail?
A lot of people hate junk mail. But most people hate email spam too. And I don’t know anyone who loves those pesky ads that come up while you’re trying to browse a website. There will always be haters but here are my 3 reasons to love junk mail if you’re in business:
1. It works.
People read it and act. Catalogues remain the number one go-to media source for groceries, clothes, toys, alcohol and cosmetics, the latest media data from Roy Morgan Research shows. It drives traffic to websites and people into shops. Why do you think businesses keep producing it? Because it works for them.
2. Junk mail makes a readymade ‘swipe file’.
Don’t get me wrong, a lot of the stuff that hits your letterbox deserves to be binned once it’s served its purpose. But there are also some gems to be savoured. If you don’t have a ‘swipe file’, start one. It’s basically a collection of the good, the bad and the ugly of print marketing. When it comes time to do your own flyer/catalogue/brochure/newsletter you’ve got a reference file ready with ideas. Even the bad stuff is good because it shows you what to stay away from.
3. It’s not hard to do.
Junk mail can be as simple as a DL flyer. Or as elaborate as a 20 page catalogue. Once you’ve got the template for the first one you’ll be set. Especially if you engage a decent printer (hint, hint...) they’ll handle everything from design and print, right through to your mailing and distribution. And compared to ‘cost per click’ for your online efforts you might be surprised at just how competitive print is.
In our experience many businesses have difficulty making that first project happen. Once the first one is done the template is there and it becomes a lot quicker and easier to produce. Let us help. Book in a brainstorming session with us – no cost and no obligation – to flesh out your ideas, get some costings and a plan for getting that first mail out done.