RESURGENCE OF MAIL MARKETING IN AUSTRALIA

In an era dominated by digital communication, it may come as a surprise that direct mail marketing—traditional hard-copy mail delivered to customers—is experiencing resurgence. Many clubs and hotels are leveraging this method to engage potential customers within their local communities. By adopting direct mail strategies, these businesses are rediscovering the power of personalised, tangible marketing in an increasingly impersonal digital world.

Why Mail?

Mail offers unique advantages that digital marketing cannot always replicate. In a landscape where email inboxes are cluttered, and online ads are often ignored, a well-designed mail piece can stand out and leave a lasting impression. Here are some key reasons why Australian clubs and hotels are returning to direct mail:

  1. Tangible Connection: Unlike digital messages that can be easily overlooked, mail provides a physical touchpoint. A brochure can create a stronger connection with the recipient than an email and will often sit on a kitchen bench as a reminder for a few days.
  2. Targeted Local Outreach: Mail allows clubs and hotels to focus on specific geographic areas. By targeting households within a defined radius, businesses can engage local communities and encourage patronage without cost blowouts. Those local suburbs are the areas where the club’s proximity to their home is most convenient and from where clubs and hotels draw a large percentage of their customers already.
  3. Personalisation Potential: Modern printing technologies make it easier to personalise mail campaigns. A flyer addressed by name and tailored with localized offers feels more relevant to recipients, increasing the likelihood of engagement.

 

How Clubs and Hotels Are Using Direct Mail

Australian clubs and hotels are deploying direct mail in creative ways to attract and retain customers. Common strategies include:

  • Promotional Offers: Sending coupons, discounts, or vouchers tailored to the local audience. For example, a club might mail a free drink/coffee voucher to nearby residents as an incentive to visit.
  • Event Invitations: Direct mail is an effective way to invite locals to special events, such as themed nights, live music performances, or community fundraisers.
  • Seasonal Campaigns: Clubs and hotels often align their mailers with holidays or seasonal events, offering packages or special deals that resonate with the time of year.
  • Community Outreach: Flyers and brochures are also a great way to promote a club’s efforts to support local communities. A great local story goes a long way to promote positive responses for clubs in the face of an increasing number of negative media stories.

Industry Regulations

Within clubs and hotels across all jurisdictions there are a range of regulations that restrict what you can promote and what images you can use, particularly when it comes to gaming. All industry marketing managers would be aware of these restrictions but there is ample opportunity to market food and entertainment options at your venue.

Balancing Old and New

While direct mail offers distinct advantages, its effectiveness can be amplified when integrated with digital strategies. For example, clubs and hotels can use QR codes on mailers to direct recipients to an online booking platform or a social media page. This synergy between physical and digital marketing allows businesses to maximize reach and engagement.

The Takeaway

In the Australian hospitality industry, direct mail is proving to be a valuable tool for reconnecting with local communities. As clubs and hotels seek to stand out in a competitive market, this traditional approach offers a fresh way to capture attention and foster loyalty. By combining the personalised touch of direct mail with the efficiency of modern marketing techniques, the hospitality sector is redefining what it means to connect with customers in a meaningful way.

 

Written By: Justine Channing for The Drop