“P loves E”
Or how Physical mail and Email work together to seduce the consumer
Marketing Day 11-3-2008
2
The story starts with youHow should I best make my on and
offline channels work together ?
How different or similar are physical mail and email for
advertising purpose?
Could I substitute my physical mail by
email?
What are the key media facts about
the one-to-one channels ?
I should start One to One. Physical, email
or both ?
3
We developed a reference survey to give the first insights on the 1-2-1 landscape
• Scope: DM, email, SMS, Telemarketing• Target: National 18+• Sample: n= 1.155 interviews • Field: november-december 2007• Data-collection: Computer assisted telephone
interviewing (CATI) – ad hoc• Weighting: Standard weighting national 18+
4
So how far do P and E love each other to create impact ?
REACH APPEAL ACT REACT
5
So how far do P and E love each other to create impact ?
REACH APPEAL ACT REACT
6
REACH APPEAL ACT REACT
With 67% potential reach, email is becomingmainstream
E-mail is becoming mainstream*72
67
Internet access*
E-mail access*
%
Base: * All (n=1155);**Access to e-mail (n=777)
22
6
3
1
9
60Home only
Home + workplace
Workplace only
Elsewhere only (e.g. library, cybercafé)
Mobile only
Other combinations
Amongst email access population:**
7
About 40% email users have more than one private email address
7
51
61
42
22
45 22 2 2 1
Mean = 1.4 Mean = 0.58
REACH APPEAL ACT REACT
Private Professional
1 2 3 4 5 6 1 2 3 4 5 6
# email addresses
%
Base: Access to e-mail (n=777)
7,7 mio addresses 3,2 mio addresses
10,9 mio addresses
00
8
But frequency of consulting email is lessintensive than physical mail
33
8
21
67
38
33
57%
E-Mailbox Potential Reach
No
Yes
Total
Daily
__________________________Source: TNS 2007
Weekly
Less often
Frequency
REACH APPEAL ACT REACT
__________________________Source: MAS 2005
0 3
100 9797%
No
Yes
Total
Daily
Weekly
Frequency
Letterbox Reach
9
5
5
14
32
42
2
23
63
14
0 20 40 60
%
6
8
18
29
38
1
49
51
0 20 40 60
%
Email is the most intensively used channelfor one to one advertising
12
20
25
25
15
2
85
15
0 20 40 60
%
36
15
32
53
14
33
0 20 40 60
%
TELE-MARKETING
(n=563)
(n=614)
PHYSICALMAIL(n=984)
SMS
(n=265)
Base: All (n=1155) but receiving advertising messages* Split not available
Frequency of Reach
REACH APPEAL ACT REACT
34% 83% 12% 15%
17%*
Daily
Several times a week
Once a week
Several times a month
Once a month
Less than once a month
Reception
No reception
No access
10
A consumer receives about 10 times more advertising emails than physical mail
52 2
47
Physical mail(n=984)
Emails(n=614)
SMS(n=265)
Telemarketing(n=563)
Average number of advertising items per month
REACH APPEAL ACT REACT
#
Base: Receive advertising
11
So how far do P and E love each other to create impact ?
REACH APPEAL ACT REACT
Preference
Attitude
12
Sector related questions to get more contextual results
• Automotive
• Banks and insurance
• Beauty care
• Clothing & shoes
• Food
• Hifi, video, cell phone
• Home equipment, furniture, DIY, Garden
• Mail Order
• Press
• Telecom, Internet, TV operators
• Tourism & Leisure
13
Physical mail remains by far the preferredcommunication channel
37
14
12
10
7
6
4
4
0,5
DM
Door to door leaflets
TV
Press
Internet site
Animations in store
Radio
SM
PREFERENCE
*average figures across all sectors
REACH APPEAL ACT REACT
Which channel* do you prefer for an advertising message ?
%
14
Physical mail remains by far the preferredcommunication channel
29 34 36 38 43
9
13 10 57
10
8 147
111913
1322
8
1015
13 12 133
3 2 5 43
5 2 3 7136 7 4 2
1 1 0 0 1
Hifi, video, cellphone, computer
(n=144)
Telecom, internet,TV operators
(n=184)
Automotive (n=158) Home equipment:furniture, DIY,
garden (n=127)
Beauty products(n=120)
DM E-mail Print D2D TV Radio POS Internet SMS
PREFERENCE
*each respondent has an interest in the sector
REACH APPEAL ACT REACT
Which channel* do you prefer for an advertising message ?
15
Even when asked to choose different media, physical mail remains top of the list
70
5952 51
4339 37
30
90
20
40
60
80
100
Physical mailadvertising
Advertising inprint media
(newspapers,magazines)
D2D TVadvertising
Radioadvertising
Point of sales Advertisingon internet
site
E-mailadvertising
SMSadvertising
Which communication channels should a company use in order to provide you with commercial information?
PREFERENCEREACH APPEAL ACT REACT
%
Mail order
Beauty
Telecom
Press
Hifi, video
Food Food
Food Telecom
Telecom
*each respondent has an interest in the sector
16
Which way do you prefer to access information related to product characteristics
In the digital era, physical catalogues remain key asset , even as support for Web site
2
17
12
15
21
33
Do not know
No preference
I prefer information on the internet,combined with a paper catalogue
I prefer to consult product informationon the website
I prefer a paper catalogue
I ask for information in the shop itself
%
PREFERENCEREACH APPEAL ACT REACT
Base: Access to e-mail (n=777)
17
So how far do P and E love each other to create impact ?
REACH APPEAL ACT REACT
Preference
Attitude
18
ATTITUDEREACH APPEAL ACT REACT
Determining attitude is based on key items which should lead to media impact
Attention Advertising in this medium often captures my attention
Involvement Advertising in this medium makes me feel appreciated
PleasureAdvertising in this medium can surprise me and be originalAdvertising in this medium evokes emotion, makes me dreamAdvertising in this medium ofter irritates me
Image Advertising in this medium can give me a better image of a company or brandAdvertising in this medium takes into account the environment
Inform
Advertising in this medium gives me useful informationAdvertising in this medium gives me detailed informationAdvertising in this medium helps me to analyse an offerAdvertising in this medium gives me credible information
Advertising in this medium is easy and practical to obtain informationAdvertising in this medium is practical to communicate short messages
Convenience
ActionAdvertising in this medium can convince me to try out a new product or serviceIt is easy to react to this advertisingAdvertising in this medium urges me to react
19
E-mail & Physical mail: combination of strengths
121
85
84
81
59
56
49
48
46
45
27
10
-11
-23
-30
-48
Physical Mail index vs. Email
ATTITUDEREACH APPEAL ACT REACT
Feel appreciated
To try new products
Captures attention
Credible info
Better image
Analyse an offer
Useful info
Detailled info
Urges to react
Emotion
Original
Easy and practical for info
Easy to react
Short messages
Irritates me
Environment
20
Low rejection of 1-2-1 advertising
3
4
2
3
3
3
5
12
8
22
44
44
59
61
62
71
70
68
74
77
54
41
39
37
36
26
25
20
18
11
1
0 20 40 60 80 100
tv (n=1122)
internet (n=747)
door-to-door (n=1149)
radio (n=1058)
free press (n=991)
magazines (n=1046)
dailies (n=981)
cinema (n=678)
E-Mails (Averages)
Dm (Averages)
%
not enough enough too much sticker
Base: Users of each medium and give an answer
With regards to advertising in the following media, would you say there is …?
ATTITUDEREACH APPEAL ACT REACT
21
ATTITUDEREACH APPEAL ACT REACT
Among email users, 6 groups differentiate themselves in their relation to one to one media
The 1-2-1 lovers‘Positive towards
all BTL media’10%
The DM lovers ‘Physical Mail only’
28%
The DM & Email Addicts ‘Feel complementarily of Physical mail and e-mail’
27%
The Email lovers ‘E-Mails only’
8%
Telemarketing & SMS Addicts
8%
The Rejectors‘No 1-2-1 media’Only 19%
Base: Have access to e-mail (n=777)
22
Women
35+
MRP
HousewifesRetired
Urban
Single - couples
DM lovers(28%)
25-35; 55+
Employees TradersStudentsUrban, sec. local.
Families 1 – 3 p
Dutch
Men
Non MRP
E lovers(8%)
Men
Non MRP
15-44
Management, employee, students
Households 3+
DM + E addicts(27%)
Gender
Age
MRP ?
Occupation
Family
Language
Area
DM and Email seduce different people
ATTITUDEREACH APPEAL ACT REACT
23
These groups can reinforce media audiences …
TV
Free press
Dailies
Magazine
Radio
Internet
Cinema
H
H
H
H
H
H
H
H
H
H
ATTITUDEREACH APPEAL ACT REACT
DM lovers(28%)
E lovers(8%)
DM + E addicts(27%)
H= High media user
24
… or they can be complementary: you reach audiences other media reach less
TV
Free press
Dailies
Magazine
Radio
Internet
Cinema
H
H
M
H
S
ML
M
M
ML
H
H
H
H
H
H
H
ATTITUDEREACH APPEAL ACT REACT
DM lovers(28%)
E lovers(8%)
DM + E addicts(27%)
H= High media user M= Medium L= Low
25
So how far do P and E love each other to create impact ?
REACH APPEAL ACT REACT
26
Measures on opening rates
63%-93%
Avg. 78%
18%-43% 9%-28%
Physical Mail
REACH APPEAL ACT REACT
2005 panel surveyMAS - Post
(analysis on 3.352 DM)
2007 Q2Emailingsolution.com
Mailmailer.com
27
higher recall rate (eg +75%)
better content recall
higher purchase intention (eg +79%)
Key results Physical Mail vs. email
28
REACH APPEAL ACT REACT
Readership level is higher for Physical mail followed by SMS
44
14
9
13
19
0 20 40 60
%
SMS
(n=265)
67%
always open / listen
often open / listen
sometimes open / listen
rarely open / listen
never open (DM) / deletewithout opening (e-mail, sms)
/ never listen (telemark.)
40
20
23
13
5
0 20 40 60
%
PHYSICALMAIL
(n=984)
83%
Base: Receive advertising
17
15
30
21
17
0 20 40 60
%
(n=614)
62%
18
15
25
17
24
0 20 40 60
%
TELE-MARKETING
(n=563)
58%
29
0
10
20
30
40
50
60
0 10 20 30 40 50 60
%
Client
Not Client
No companyname
E-mail is slightly less appropriate to reach prospects
Physical Mail
% throw it out immediately in function of sender information
REACH APPEAL ACT REACT
30
20
30
40
50
60
20 30 40 50 60
%
Attention level of both channels varies across sectors, with Physical mail staying ahead
Note: each respondent was interviewd about 2 sectors in which he is interested
% attentive readership for advertising from a company you are client from
Press
Physical Mail
REACH APPEAL ACT REACT
Bank&InsuranceCar
Food
Home equipmentBeautyHifi
Mail order
Clothing
Leisure
Telecom
31
So how far do P and E love each other to create impact ?
REACH APPEAL ACT REACT
32
E-mail has a much stronger impact when combined with a physical mail
E-Mail funnel
Media received
DM + E-mail
E-mail only 100 30 13 930 42
Media recall Clicked Box ordered OpenedReceived
70
100 34 21 2334 60 93
+ 255%113% 161%
__________________________Source: DMix survey Mail order (2007)
REACH APPEAL ACT REACT
33
E-mail has a much stronger impact when combined with a physical mail
E-Mail funnel
Media received
DM + E-mail
E-mail only 100 30 13 930 42
Media recall Clicked Box ordered OpenedReceived
70
100 34 21 2334 60 93
+ 255%113% 161%
REACH APPEAL ACT REACT
Adding DM to email reduces by 25%the cost / response
Adding DM to email multiplies by 2,5 the number of final orders
__________________________Source: DMix survey Mail order (2007)
34
Paper catalogue is confirmed to be also a good gateway towards web
What did you do after receiving a paper catalogue?
37
12
21
18
15
2
2
34
Did a purchase in a selling point
Bought via the internet
Bought via mailorder of by phone
Visited the website of the catalogue
Asked information in a selling point
Sent an e-mail to request moreinformation
Other
Did nothing specific%
Clothing & shoes
Home equipment
Hifi, video
Tourism & leisure
Beauty products
Game, toys
Purchase
Information
REACH APPEAL ACT REACT
Base: received catalogue
35
REACH APPEAL ACT REACT
Site visit increases where mail is introduced to the mix
“How often have you visited the web site in the past 12 months?”
Between Once A Month And Once Every 6 Months
Less Than Once Every 6 Months
Greater ThanOnce a Month
51%63% 68% 72%
35%
30% 27% 23%
14%7% 4% 5%
Have Not ReceivedCatalogue
Received CatalogueWithin Past 12 months
Received CatalogueWithin Past 6 months
Received CatalogueWithin Past 3 months
+12%+5%
+4%
Source: Quadrangle: DM & Email 2007. DM & Online 2007
36
So how far do P and E love each other to create impact ?
37
Email Physical mail
• Higher opening and readingrate
• Better to contact prospects
• 67% of the 18+ • Only 57% emailboxes are
opened every dayReach
• 100% 18+• 97% letterboxes are opened
everyday (!time sensitive)
Appeal• 5th preferred• 8% E-lovers, 27% DM+E• Strengths:
• Easy and practical format(to react, to getinformation)
• Can surprise & be original• Taking account into
environment
• Most preferred• 28% DM-lovers, 27% DM+E• Strengths:
• Involving (valued)• Capturing attention• Giving usefull, detailed
trustworthy information• Urges to react
Act• Lower readership• Good for confirmation,
renforcement towards clients
38
React
Physical Mail is the 1-2-1 ‘base media’ to integrate in ‘KISS’ combinations
Physical MailEmail
confirmationReact?
Emailreminder
Web Interest? Brochure
Y
N
39
Electrabel – BBDO DirectJohn Caples Silver Award
40
41
You want more detailed results about this survey ?You want to know more about our media insights ?
Contact us !
022 / [email protected]
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