"Any marketer familiar with direct marketing knows the value of delivery with Australia Post." - Jamie Bakewell, Director and Founder of Tonic and Letterbox Deals
Background
As advertisers have flocked to digital, a new catalogue company called Letterbox Deals has stepped in, using targeted print catalogues to take advertisers' messages to 3.7 million households in Australia and New Zealand.
Challenge
Letterbox Deals needed to maximise ROI for catalogue advertisers, leveraging economies of scale to keep costs down.
Solution
Unaddressed Mail so that Letterbox Deals catalogues are delivered with the regular mail.
Results
Letterbox Deals grew from producing one eight-page Sydney catalogue in 2009, to printing eight catalogues with 24-32 pages each in 2012, using Australia Post to deliver them to local, regional and metro areas in Australia and New Zealand.
Economies of scale deliver competitive CPMs (cost per mille / thousand) of $14 / $15 for advertisers. The medium is so effective that repeat advertisers make up two thirds of every catalogue and an additional quarter of advertisers are seasonal.
