Direct mail
Direct mail is the practice of sending physical marketing material — postcards, letters, catalogues — directly to a customer or prospect's postal address. It's one of the oldest marketing channels and, in the e-commerce context, one of the most underused.
Why e-commerce brands use direct mail
Digital marketing channels have become crowded. The average consumer sees hundreds of digital ads per day and receives dozens of marketing emails per week. The average Australian letterbox receives a fraction of that volume in physical mail. Direct mail stands out by arriving in a different environment, handled physically, with zero competition from other brands at the moment of receipt.
Modern direct mail is also trackable. QR codes and unique discount codes connect physical postcards to online conversions, making ROAS calculation possible in a way that wasn't available a decade ago.
Direct mail formats for e-commerce
- Postcards — The most cost-effective format. Short, visual, impossible to ignore. Most common for abandoned cart, win-back, and post-purchase campaigns.
- Letters — Higher perceived value for B2B outreach or premium brand positioning
- Catalogues — Useful for brands with large product ranges, particularly in fashion and home
TouchDrop specialises in postcard automation — the format with the best combination of cost-per-piece, production speed, and conversion rate for Shopify brands.
Direct mail in Australia
Australian consumers receive significantly less addressed marketing mail than consumers in the US or UK, making the channel less saturated and more effective for brands willing to use it. Australia Post's Print Post service provides the infrastructure for bulk addressed mail, with delivery coverage across all Australian postcodes.
Related terms and reading
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