Australia Post, in an effort to accommodate the growing diversity of direct mail pieces, has inaugurated a new service to deal with mail items shaped in defiance of the traditional rectangular envelope. Impact Mail, according to Allan Robinson, Australia Post group manager of letters, is expected to spawn an outbreak in creative direct mail pieces, and is encouraging Australian businesses to "think outside the rectangle" and let their creativity flow.
"Impact Mail will dramatically increase the power of direct mail campaigns through the use of different shapes to generate instant recognition with the consumer," says Robinson.
"These items are highly visible in the mailbox and will draw the reader’s attention."
A first for Australia Post, 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.
Robinson says 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," Robinson says.
"Impact Mail s can be virtually any shape or design ranging from shaped postcards, forme-cut brochures, die-cut booklets or multi-dimensional folds. Think of the possibilities for mail shaped as cars or drinks; animals or even die-cut logos."
