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5 effective mail marketing strategies for food delivery apps in Australia

food delivery service

The Australian food delivery market is booming, projected to reach AUD 8 billion by 2025 with a CAGR of 10.5% from 2021 to 2025. As giants like Uber Eats and DoorDash dominate, existing food delivery services can adopt effective mail marketing strategies for food delivery services to grow their customer base.

Direct marketing to consumers in their homes, via both addressed direct mail and unaddressed bulk mail, is highly effective. Studies show 70% of consumers are more likely to try a new food delivery service if they receive a direct mail promotion, compared to 40% who respond to online ads. Letterbox distribution marketing mail boasts a response rate of 4.9%, much higher than digital marketing channels at around 1%.

For subscription-based food delivery businesses, direct mail marketing enhances trial and long-term retention. It provides a tangible touchpoint, making the brand more memorable. With Australian households receiving over 600 pieces of direct mail annually, this channel effectively captures attention and drives subscriptions.

Incorporating direct mail letterbox drops into the marketing mix allows food delivery businesses to reach a wider audience, create personalised experiences, and achieve higher engagement and conversion rates. This approach supports immediate growth and builds a loyal customer base, essential for long-term success in the competitive food delivery market.

food delivery service

1. Personalised coupons and discounts

Example: Send out direct mail pieces, such as postcards and flyers, featuring personalised discount codes or coupons based on past ordering behaviour. For instance, if a customer frequently orders Italian cuisine, include a 20% off coupon for Italian dishes.

Impact: Personalised offers increase the likelihood of customer engagement and repeat orders. According to research, personalised direct mail has a 29% higher response rate compared to non-personalised mail.

2. Subscription box trials

Example: Offer a free or discounted trial of your subscription-based meal delivery service. Include a sample menus and leaflets and a compelling call-to-action to sign up for a monthly plan.

Impact: Providing a risk-free trial can attract new customers who are curious but hesitant to commit. Subscription models thrive on recurring revenue, and a trial can convert trial users into loyal subscribers.

food delivery app process

3. Loyalty program invitations

Example: Create direct mail that invites existing customers to join a loyalty program, offering points for every order placed, which can be redeemed for discounts or free meals. Pamphlets with QR codes are perfect for this sort of approach.

Impact: Loyalty programs encourage repeat business and increase customer retention. Studies show that 69% of consumers are more likely to choose a brand with a robust loyalty program.

4. New menu launch announcements

Example: Use direct mail to announce new menu items or seasonal dishes. Include high-quality images and a limited-time offer to entice recipients to try the new offerings.

Impact: Keeping your printed menu fresh and exciting can re-engage existing customers and attract new ones. Limited-time offers create a sense of urgency, encouraging quicker responses.

5. Community engagement initiatives

Example: Send out mailers with eye-catching printed brochures and flyers that highlight your involvement in local events, partnerships with local farms, or sustainability initiatives. Offer a discount to those who bring the mailer to a participating event or use a specific code online.

Impact: Showing your business’s community involvement can enhance brand image and customer loyalty. Consumers are increasingly supporting businesses that contribute positively to their communities.

subscription food box trial

Conclusion

Implementing these direct mail marketing strategies can significantly enhance your customer acquisition efforts.

Personalised discounts, subscription trials, loyalty programs, new menu announcements, and community engagement initiatives are proven methods to attract and retain customers in the competitive food delivery market.

Direct mail remains a powerful tool to create memorable and effective marketing campaigns.

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Book Printing • Bulk Mail • Direct Mail • Letterbox Distribution • Printing Shop

What are the different forms of direct mail marketing

magazine covers

Flyers, brochures, leaflets, pamphlets, booklets… It can get confusing! Here’s how to know what’s what, and which to choose.

So you’ve got a great idea for a piece of direct mail. You know what you want to say… How you want to say it… You’re all set with brand colors, an eye-catching design idea, and your target market.

All that remains is to decide what kind of mail you want. And this is where it can sometimes get complicated! Do you go for a brochure? A pamphlet? A flyer? Or a leaflet? What’s the difference? Is there even a difference?

We’re exploring the various forms of direct and bulk mail in today’s article to un-confuse some of the complication!

postcard array

Difference between forms of direct mail

Who knew a simple bit of mail marketing could get so complicated! As if messaging, brand colours, and design aren’t enough, now we’ve got a bunch of different mail styles to choose from.

The good news is that once you know, you know! It’s partly about content, partly about physical design, but either way, you’ll never mistakenly refer to a flyer as a brochure again.

Here’s how to tell which is which, so you can make the best decisions for your own direct mail campaigns.

Flyers

Direct mail flyers

Flyer distribution is the most common kind of mail you’ll come across. They’re a single piece of paper, usually rectangular or square, sometimes printed on one side and sometimes on both. No folds, nothing fancy.

They’re usually pretty cheap and quick and easy to print. However, we’re bombarded with flyers every day, handed out on the streets, stuck in your windscreen wipers, or stuck in your post box.

The key to being successful with a flyer is to make it eye-catching and make sure it’s high-quality and looks professional!

Choose a flyer when you’re promoting a single thing or event and don’t need to put a lot of info on the page.

Flyers are great for distributing amongst the general public. Make them eye-catching if you want them to be read before landing in the bin!

Leaflet mail marketing

Direct mail leaflets

Leaflets distribution is pretty similar to flyers. They tend to be a single page, sometimes printed on just one side and sometimes printed on both sides.

You can use the terms quite interchangeably, but if you’re a stickler for correct terminology, there are a few very minor differences between the two.

Leaflets tend to be a bit more high-class than flyers. Whereas flyers are often handed out on the street, outside stores, or placed randomly into mailboxes, leaflets are often aimed at a bit of a higher-class audience.

Typically, they have better paper and print quality than flyers. Flyers aren’t designed to be kept for a long time, but leaflets can be placed on a fridge and kept for future reference.

Because they’re better quality than flyers, leaflets are usually a bit more expensive to produce. Still cost-effective in the long run, though!

Brochures

Direct mail brochures and pamphlets

The terms brochure and pamphlet are used interchangeably to describe the same kind of design. These bits of mail are folded, usually (but not always) into three sections.

Brochures are great for use when you have a fair bit of info that needs to be presented in a logical, flowing way. Having various panels to lay your info out on allows you to create more of a story-type flow to your content.

They’re also quite a lot more professional-looking than a simple flyer! You can get creative with folds, branding, and content sharing as you have a fair bit more space to play with.

A well-done brochure is like an extension of a business card. It contains everything the reader needs to know about your product, service, or event, and it also has easy-to-find contact details and addresses if necessary.

Choose brochure or pamphlet distribution if you need more space for information. You can get a bit creative with the layout, and it’s great for setting out your info in a story-telling kind of way.

Brochures are very versatile. You can choose how many folds you want, which makes it super easy to lay out your info.

children's booklet

Direct mail booklets

Booklet distribution is one the more comprehensive of the forms of direct mail we’ve mentioned. They’re often confused with brochures, but they’re a bit more robust and have the capacity for quite a bit more information to be displayed.

Instead of just being folded like a brochure, booklets are bound and held together with either staples, stitching, spiral binding, or glue. Booklets are also usually printed on high-quality material and may have a bit of gloss or sheen to them.

Another noticeable difference between booklets and brochures is that booklets consist of multiple pages. The minimum page count for a small booklet is 8 (2 folded and bound paper sheets), but you can get booklets of up to 72 pages, depending on your needs!

direct mail marketing being distributed

What type of direct mail should I choose for my marketing campaign?

Different forms of direct mail work better for different things. While you can go for a cheap letterbox distribution flyer in every campaign, it really would work best if you put a bit more thought into each campaign!

Consider how professional you want your piece of mail to be. Also, think about how much space you need in order to get your message across.

Finally, cost will also play a role, but keep in mind that whichever style you choose, direct mail is one of the most cost-effective marketing methods out there!

Now that you know the difference between forms of direct mail, you can make better decisions about your own letterbox drop campaigns!

Branding and content are important, we can’t deny that. But without a quality piece of mail that catches people’s eyes, entices them to read it, and lasts a good while, your message probably won’t be given the time of day!

Familiarize yourself with the various types of mail so you can make the best choices for each one of your direct mail campaigns. Different forms of direct mail will work better for different events and promotions!

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Advantages of direct mail marketing for business

marketing meeting

Navigating through the marketing noise can be quite challenging. However, CEO’s and marketing departments and specialists are finding an effective way to reconnect with customers by leveraging the many advantages of direct mail marketing for business.

Direct mail offers an engaging experience that builds trust and captures attention. It’s particularly effective for reaching elusive decision-makers and busy executives.

But is direct mail cost-effective? Can it deliver a reliable return on investment? And is it suitable for your business?

Keep reading for insights on these questions and more, or jump to the section of your interest:

What is direct mail marketing?

Effectiveness of direct mail marketing

Additional advantages of direct mail

How to launch a direct mail campaign

Examples of direct mail

marketing meeting

What is direct mail marketing?

Direct mail, also known as bulk mail, is a marketing strategy that involves sending physical letters, packages, brochures, postcards, and similar items to a targeted list of potential and current customers. This method is used in both B2C (business-to-consumer) and B2B (business-to-business) sales, though it is more commonly employed in consumer marketing.

Key Components of Direct Mail:

Personalisation: Direct mail can be highly personalised, which makes recipients feel valued. This personal touch can be achieved through addressing the recipient by name, including tailored offers, and using customised content that speaks directly to their interests or needs.

Tangible Experience: Unlike digital marketing, direct mail provides a physical item that recipients can hold, read, and keep. This tangibility often results in a more memorable impression compared to digital messages that can be easily overlooked or deleted.

Direct mail can take many forms, including:

• Letters: Often used for formal communication or personalised messages

• Postcards: Ideal for brief messages, announcements, or reminders

• Brochures: Useful for providing detailed information about products or services

• Catalogues: Effective for showcasing a range of products with detailed descriptions and images

• Packages: Can include promotional items, samples, or gifts to create a more impactful experience

Direct mail allows businesses to target specific demographics, geographic areas, or customer segments with strategic letterbox distribution. This targeting can be based on various criteria, such as purchasing history, customer preferences, or market research data.

Direct mail can also complement other marketing channels, this is known as ‘hybrid mail‘ and incorporates digital channels such as email, social media, and online advertising. By integrating direct mail with digital campaigns, businesses can create a cohesive and multi-touchpoint strategy that enhances overall effectiveness.

Applications in B2C and B2B

• B2C marketing: In consumer markets, direct mail is often used for promotions, sales announcements, new product launches, and loyalty programs. For example, a retail store might send out discount coupons or seasonal catalogues to encourage repeat purchases and drive foot traffic to their physical locations

• B2B marketing: In business markets, direct mail is utilised for lead generation, nurturing relationships, and account-based marketing (ABM). For instance, a software company might send informational brochures or exclusive event invitations to key decision-makers in target companies to build awareness and foster long-term partnerships

direct mail with offer

Effectiveness of direct mail marketing

While digital marketing offers numerous channels, it’s easy for businesses to overlook the effectiveness of direct mail letterbox drops. However, there are several reasons to consider it for your next campaign.

People appreciate receiving mail. Digital media is omnipresent in our lives. According to research by Australia Post, 63% of Australians feel overwhelmed by digital device management. Direct mail presents a refreshing alternative.

• 68% of Gen Z look forward to receiving print mail

• 45% of Gen X feel direct mail is more personal than digital communication

• Many millennials find direct mail more secure and are likely to take action, such as visiting a website or store, after receiving it

Higher response rates compared to email. A report by Sensis on Australian consumer behaviour indicates:

• 52% prefer direct mail for new brand interactions

• 47% of consumers over 35 believe direct mail is more significant than email

• 59% are motivated to act by direct mail

Effective for account-based marketing (ABM). ABM focuses on personalised experiences for high-value accounts. Direct mail enhances this by allowing outreach without initial permission, unlike email, making it easier to connect with potential customers.

Reaches multiple household Mmembers. With more Australians living in multi-person households, direct mail can engage multiple members within the same household, increasing the chances of a response.

Less competition than email. While email marketing is saturated, direct mail faces significantly less competition, making it easier to stand out.

Creative and memorable outreach. Direct mail allows for creative expression, whether through postcards, gifts, or handwritten notes, making your message more memorable.

direct mail campaign graph

Additional advantages of direct mail

High ROI: According to the Association for Data-driven Marketing and Advertising (ADMA), direct mail campaigns in Australia can achieve up to 120% ROI, outperforming many digital channels.

Compliance with privacy laws: Direct mail provides an alternative to digital outreach, which is often restricted by GDPR and similar regulations.

Enhanced ABM efforts: Integrating direct mail into your ABM strategy can strengthen relationships with key accounts through personalised and tangible content.

happy customer spending direct mail

How to launch a direct mail campaign

  1. Identify our target audience. Be specific about the group you want to reach. Personalise your marketing to appeal to your mailing list
  2. Update your mailing list. Ensure your mailing list is accurate and up-to-date. Regular mailings can help verify address accuracy
  3. Provide value to your customers. Offer unique and useful items that keep your brand top of mind. Personalised touches, like handwritten notes, add significant value
  4. Design an attractive mail piece. Focus on designing something your customer will want to keep. Consider size, colours, images, and paper quality to make your mail stand out
  5. Refine your call-to-action. Ensure your CTA is clear, valuable, and easy to act on. A single, compelling CTA is often most effective
  6. Focus on details. Pay attention to every detail, from audience research to design, to ensure a memorable campaign. A creative brief can help align your team
  7. Measure your results. Track response rates, ROI, and other metrics like QR code scans and promo code usage. Use this data to refine future campaigns
Gender-specific targeting

Examples of direct mail

• Postcards: Simple and effective for quick messages and strong visuals

• Personalised items: Names or handwritten notes add a personal touch

• Trade show giveaways: Items like magnets or sticky notes are useful and memorable

• Tech integrations: Interactive experiences with VR or personalised URLs

• Voice-activated CTAs: Use smart-speaker commands for a novel interaction

• Swag boxes: Sending a collection of branded items can delight recipients

• Content kits: Printed versions of popular resources engage recipients more deeply

• Catalogs: Highlight products with stunning photography and clear calls to action

• Free samples: Introduce new products through direct mail samples

• B2B gifts: Tailored items that address industry-specific needs can make a significant impact

woman viewing sales brochure

Can direct mail marketing boost your business?

Direct mail offers a unique opportunity to stand out in both B2B and B2C markets. With the right approach, it can be affordable, easy to create, and simple to track.

Start your next direct mail project today and see how it can kickstart conversations with your prospects and customers in a way they won’t expect.

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Book Printing • Bulk Mail • Direct Mail • Letterbox Distribution • Printing Shop

Why direct mail is essential for non-profit fundraising

volunteers

In the dynamic landscape of non-profit organisations in Australia, finding innovative and effective ways to raise funds is crucial. Direct mail campaigns stand out as an essential tool for non-profits, offering a personalised and tangible method to engage potential donors and supporters.

In this post, we’ll explore why direct and bulk mail marketing is indispensable for non-profit fundraising in Australia, provide clear examples, and guide you on how to implement these strategies successfully.

non-profit fundraising

Why direct mail works for non-profit fundraising in Australia

Direct mail is a tried-and-true method that offers unique advantages for non-profit organisations. Unlike digital communications that can easily be overlooked, direct mail provides a physical touchpoint that can engage recipients on a more personal level. Here are some key reasons why direct mail is essential for non-profit fundraising:

Tangibility and personal connection

Direct mail pieces are tangible and can create a lasting impression. A well-designed mailer can convey the mission and values of your organisation, making it more memorable for the recipient. Personalisation, such as using the recipient’s name and tailored messages, enhances the personal connection, which can significantly increase engagement.

High open and response rates

Studies have shown that direct mail boasts higher open and response rates compared to email marketing. For non-profits, this means a better chance of your message being seen and acted upon. Direct mail can cut through the digital noise and reach your audience directly in their homes.

Targeted campaigns

Non-profit fundraising should leverage data to create highly targeted direct mail campaigns. By segmenting your donor database, you can tailor your messages to specific groups, such as previous donors, potential high-value contributors, or volunteers. This level of targeting can improve the effectiveness of your campaigns and increase the likelihood of a positive response.

Versatility in design and content

Direct mail letterbox drop campaigns offer versatility in design and content. You can send postcards, letters, brochures, or even small gifts. This flexibility allows you to craft a message that best fits your campaign goals. For example, a beautifully designed postcard can be used to announce an upcoming event, while a detailed letter can share a success story and appeal for donations.

charity flyer

Examples of effective direct mail print campaigns for non-profit fundraising

Let’s look at some real-world examples of how non-profits in Australia have successfully used direct mail printing to engage their audience and drive results:

Australian Red Cross

The Australian Red Cross frequently uses direct mail to keep their donors informed and engaged. They send out newsletters that highlight their latest initiatives, success stories, and urgent appeals for donations. By including powerful imagery and personal stories, they effectively convey the impact of their work and encourage continued support.

World Vision Australia

World Vision Australia utilises direct mail to share detailed reports on how donations are being used. They often include personal letters from sponsored children, photos, and progress reports. This approach helps donors feel connected to the cause and see the tangible results of their contributions, fostering long-term commitment.

Cancer Council Australia

Cancer Council Australia employs direct mail to promote their fundraising events, such as the “Daffodil Day Appeal.” They send out vibrant and eye-catching mailers that include event details, stories of cancer survivors, and information on how to get involved. This not only raises awareness but also drives participation in their events.

What are the top 5 printed collateral non-profits use in Australia?

  1. Fundraising letters: Personalised appeals for donations and support, details as a personal letter, document or statement, highlighting urgent needs and impacts
  2. Newsletters: Informative updates about the organisation’s activities, achievements, and upcoming events
  3. Brochures: Overviews of the organisation’s mission, programs, and ways to get involved. Printed brochures are highly versatile
  4. Event invitations and flyers: Promotional materials such as flyers and leaflets are perfectly suited to fundraising events and volunteer opportunities
  5. Annual reports: Comprehensive summaries of financial health, achievements, and future plans
non-profit flyer

How to implement a successful direct mail campaign

Define your goals and audience

Start by clearly defining the goals of your direct mail letterbox distribution campaign. Are you looking to raise funds, recruit volunteers, or increase awareness about a specific issue? Next, identify your target audience and segment your mailing list accordingly. Understanding who you are reaching out to will help you tailor your message effectively.

Craft a compelling message

Your message should be clear, compelling, and aligned with your goals. Use storytelling to connect emotionally with your audience. Highlight the impact of their support and how it contributes to your mission. Be sure to include a strong call-to-action (CTA) that tells the recipient exactly what you want them to do, whether it’s making a donation, attending an event, or signing up to volunteer.

Design with care

Invest in professional design to ensure your direct mail stands out. Use high-quality images, engaging layouts, and consistent branding. Personalisation is key – addressing the recipient by name and customising the content to their interests can significantly increase engagement.

Track and measure results

Finally, track the results of your non-profit fundraising to measure its effectiveness. Use unique tracking codes or personalised URLs to monitor response rates. Analysing this data will provide insights into what works and what doesn’t, allowing you to refine your approach for future campaigns.

volunteers

Take action now: build your non-profit fundraising with direct mail

Ready to build your non-profit’s fundraising efforts? Embrace the power of direct mail to connect with your audience on a deeper level and drive meaningful action. Whether you’re raising funds, recruiting volunteers, or spreading awareness, direct mail offers a proven way to achieve your goals.

Don’t miss out on the benefits of this powerful fundraising tool.

Start planning your direct mail campaign today and see the difference it can make for your non-profit organisation in Australia.

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Book Printing • Bulk Mail • Direct Mail • Letterbox Distribution • Printing Shop

Top 6 direct mail powerhouses: Reaching customers in a tangible way

dentist leaflet

While digital marketing dominates the advertising landscape, don’t underestimate the enduring power of physical, printed mail.

In an age of overflowing inboxes and fleeting social media posts, a well-crafted direct mail piece will land into your ideal customer’s hands through a targeted letterbox drop campaign, cutting through the digital noise and sparking genuine engagement.

This tactile letterbox marketing distribution tool offers a unique opportunity to create a memorable brand experience. A physical piece of mail can be displayed, passed around, and even become a cherished keepsake.

Here, we delve into the top 6 high impact direct and bulk mail formats, exploring their strengths, ideal uses, and target audiences to help you craft a campaign that resonates with your customers.

postcard array

Postcards (Cost: Low)

A cost-effective way to grab attention with a concise message and captivating image. Postcards are perfect for quick announcements, promotions, or event invites.

Perfect for: Broad audience, budget-conscious campaigns

 

Personalised Letters (Cost: Varies)

Build relationships with customised greetings, special offers, or re-engagement messages with personalised letters.

Perfect for: Existing customers, targeted lists seeking a personal touch

 

Brochures & Pamphlets (Cost: Moderate)

In-depth information for complex products or services. Brochures and pamphlets are ideal for B2B marketing or showcasing a variety of offerings.

Perfect for: Audience interested in detailed explanations, B2B companies

 

Catalogs (Cost: Moderate-High)

A convenient shopping experience for businesses with a wide product range. Catalogs are great for retail, fashion, or homeware brands.

Perfect for: Shopping-oriented audiences, businesses with extensive product lines

 

Flyer Mail Outs (Cost: Varies)

Eye-catching flyers don’t require envelopes. Perfect for special offers and grabbing attention with a unique format.

Perfect for: Audience receptive to interactive mail, budget flexibility depending on complexity

 

Pop-Up & Dimensional Mailers (Cost: High)

Create a 3D experience for high-impact promotions, new product reveals, or exclusive invitations.

Perfect for: Audience appreciating a luxurious touch, high-value product launches

opening letter

Conclusion

While the digital world reigns supreme, well-executed direct mail marketing can be a powerful tool in your omnichannel strategy.

By understanding the best direct mail pieces for customer engagement, from personalised letters to interactive pop-ups, you can craft campaigns that resonate with your target audience.

Embrace creative direct mail marketing strategies to make your message stand out. Remember, success isn’t just about open rates, but KPIs. Utilise effective metrics to measure the success of your bulk mail campaigns, allowing you to refine your approach and maximise the return on your investment.

Don’t relegate physical mail to the past. Embrace its unique potential to create a lasting impression and forge stronger customer connections.

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Book Printing • Bulk Mail • Direct Mail • Letterbox Distribution • Printing Shop