Junk mail still delivers advertising value

So it seems my demographic (shoppers with children) is more likely to read this stuff and engage with it. Meanwhile, higher-income groups and, unsurprisingly, younger people, read them less than the average Kiwi.

It’s difficult to believe that an old bit of newsprint in a letterbox could influence my next holiday destination or choice of car and it probably won’t.

This kind of mail only works for some products. A few people buy digital devices after reading junk mail but twice as many will be checking grocery prices.

And I admit, despite my composting protest there are a few favourites that get onto our kitchen bench. There lies the strength in this very traditional form of advertising.

Junk mail is still the most costeffective way to get into your home. There is no regulation preventing entering someone’s home via your letterbox, but there is for your inbox – you have to subscribe.

Consumers can get quite dependent on their regular fix of deals. A family member in Australia told me that after she put the ‘‘No junk mail’’ sign on the letterbox, she desperately missed the regular Ikea brochure.

Perhaps there is a market in retailers supplying letterbox signs that say ‘‘No junk mail except for Ikea’’ or similar. It would certainly confuse delivery staff.

Usually it’s a mix of touchpoints that will motivate that next purchase. A lot of the brands you see in your letterbox will also be investing in television and online commercials as well.

So how do they know what works? Retailers get a good sense when customers arrive in their store with the brochure demanding the product.

Of course there’s always the opportunity for an upsell – like when you see a sofa at a absurdly low price but in the store it has been placed next to more desirable couches at a higher price. The retailer might be promoting one couch but what they’re saying to you is, ‘‘Here’s an example of what’s available – take a look.’’

The real purpose of this mail is to get you into the store so retailers can talk to you and help you make that purchasing decision.

Evidently people are still very tactile purchasers, particularly women, and they are more likely to buy something they can touch.

It’s interesting that this is still an effective strategy when more and more people are buying online. Retailers, though, say shopping online has a long way to go and customers still want easy ways to shop.

So while we can connect to a world shopping online we are still a long way from shutting up real, live shops and ceasing the oldfashioned junk mail.

Because there’s nothing like a nicely laid out brochure and a friendly shop assistant to help you part you with your money.