You’ve got mail: why letterbox marketing still works

83% of consumers take action after reading a catalogue.*

Surprised? You shouldn’t be. Even in a multi-channel world, the humble letterbox remains one of Australia’s most powerful media channels. Catalogues don’t just reach - they resonate.

Fresh research confirms their strength:

• Up to $14.50 in sales for every $1 spent by the retailers

• Delivering better recall than any other media.

Catalogues do more than sell. They spark interest, uncover needs consumers didn’t know they had, and showcase a brand’s breadth in ways digital tiles or ads can’t always match. In the hands of the right audience, they drive measurable behaviour - from discovery to purchase.

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The evolving role of catalogues in Australia

In an era of e-commerce, online ads, and social media scrolls, catalogues have not disappeared — they’ve evolved. Today’s distribution strategies are data-driven, sustainable, and highly targeted. Catalogues aren’t just printed; they perform.

Here are the trends we’re seeing reshaping catalogue distribution today:

1. Precision targeting

Letterbox marketing has gone digital - not in format (we'll see our next point for that) but in targeting. It’s no longer about flooding every suburb with the same catalogue — it’s about accuracy. With data tools, catalogues can be distributed down to a postcode or even household level, ensuring brands reach the people most likely to act. That’s reach with relevance.

2. Connected catalogues

Catalogues aren’t competing with digital — they’re complementing it. Enter ‘connected catalogues’. Think QR codes, personalised URLs, and AR experiences bridging offline and online, turning a catalogue into a gateway to e-commerce, loyalty programs and personalised offers. This is where physical reach meets digital intelligence – and it’s changing the game.

3. Sustainability by design

Consumers expect more responsible approaches, and catalogues are no exception. From sustainable print practices to smarter targeting that reduces waste, the new era of catalogue distribution is about impact without excess.

4. Experience in print

Catalogues aren’t just information - they’re inspiration. A beautifully crafted catalogue is tactile, immersive, and shareable, giving consumers time with your brand in a way few channels can.

Why distribution delivers ROI

When done well, catalogue distribution delivers:

• Recall and recognition: Stronger memory retention than other media.

• Action and sales: Driving store visits and purchases at industry-leading ROI.

• Discovery and delight: Showcasing your full product range in a way digital rarely can.

At IVE, we help brands put catalogues in the right hands with scale, precision, and sustainability. As the largest printer and distributor in the Southern Hemisphere, we manage everything from design and print to household-level targeting, delivery, and reporting. Whether it’s a national roll-out or a local area marketing campaign, we make distribution work harder, with purpose.

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‍_{*Wide Eyes Research 2024}