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Mail with impact
By Megan Staunton
Australia Post is urging you to think outside the square or, in this case, the rectangle.
With the introduction of Impact Mail, Australia Post is encouraging you to make the most of a new service that allows you to send mail items of virtually any shape or design.
Australian businesses can let the creativity fiow for the design of direct mail with new possibilities including shaped postcards, form-cut brochures, die-cut booklets or multi-dimensional folds—and all without the need for an envelope. The possibilities are endless.
Group Manager of Letters for Australia Post, Mr Allan Robinson, is excited at the opportunities Impact Mail will bring for businesses, with companies already boasting increased response rates to mail-outs and increased business generated from their quirky brochures.
‘Impact Mail will dramatically increase the power of direct mail campaigns through the use of different shapes to generate instant recognition with the consumer,’ Robinson said.
‘These items are highly visible in the mailbox and will draw the reader’s attention.’
Impact Mail mirrors a similar product available in the United States where customers have reported increases in response rates of up to 20 per cent. It is expected that Impact Mail will be just as successful in Australia.
Mr Robinson said independent research within the advertising and marketing industry showed direct mail was more likely to be used if non-rectangular pieces could be sent.
‘Impact Mail enables business to broaden their thinking in relation to direct mail, now that there are virtually no restrictions on the shape. Think of the possibilities for mail shaped as cars, animals or even die-cut logos,’ Robinson said.
Mr Robinson has thrown down the challenge to Australian business to think outside the ‘rectangle’ and design truly eye-catching and memorable promotional material using Impact Mail.
For more information on Impact Mail you can contact your Australia Post account manager or visit www.auspost.com.au/impactmail
Impact Mail mirrors a similar product available in the United States where customers have reported increases in response rates of up to 20 per cent. It is expected that Impact Mail will be just as successful in Australia.