P loves E

“P loves E”
Or how Physical mail and Email work together
to seduce the consumer

Marketing Day 11-3-2008

The story starts with you
How should I best
How different or make my on and
similar are physical offline channels work
mail and email for together ?
advertising
purpose? What are the key
media facts about
the one-to-one
channels ?

Could I substitute
my physical mail by
email?
I should start One to
One. Physical, email
or both ?

2

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+

3

So how far do P and E love each other to
create impact ?

REACH APPEAL ACT REACT

4

create impact ?


5


With 67% potential reach, email is becoming
mainstream
E-mail is becoming mainstream* %
Internet access* 72

E-mail access* 67

Amongst email access population:**
Home only 60

Home + workplace 22

Workplace only 6

Elsewhere only (e.g. library, cybercafé) 3

Mobile only 1

Other combinations 9
Base: * All (n=1155);**Access to e-mail (n=777) 6


About 40% email users have more than one
private email address
# email addresses
Private Professional

Mean = 1.4 Mean = 0.58
61
%
51
42

22

7 5 4
2 2 2 2 1

0 1 2 3 4 5 6 0 1 2 3 4 5 6

7,7 mio addresses 3,2 mio addresses

10,9 mio addresses
Base: Access to e-mail (n=777) 7


But frequency of consulting email is less
intensive than physical mail
E-Mailbox Potential Reach Letterbox Reach

No
0 3
Weekly
No
33 33

8 Less often
Yes
21 100 97 Daily
Weekly 97%

Yes 67

57% 38
Daily

Total Frequency
Total Frequency
__________________________ __________________________
Source: TNS 2007 Source: MAS 2005
8


Email is the most intensively used channel
for one to one advertising
PHYSICAL EMAIL SMS TELE-
Frequency of Reach
MAIL MARKETING
(n=984) (n=614) (n=265) (n=563)

2 32 2 1
Daily

12 36 5 6
Several times a week

20 15 5 8
Once a week 34% 83% 12% 15%

Several times a month 25 14 18

Once a month 25 17%* 32 29

Less than once a month 15 42 38

Reception 85 53 23 49

No reception 15 14 63 51

No access 33 14
% % % %

0 20 40 60 0 20 40 60 0 20 40 60 0 20 40 60

Base: All (n=1155) but receiving advertising messages
* Split not available 9


A consumer receives about 10 times more
advertising emails than physical mail

Average number of advertising items per month

47
#

5
2 2

Physical mail Emails SMS Telemarketing
(n=984) (n=614) (n=265) (n=563)

Base: Receive advertising 10

create impact ?

Preference

Attitude

11

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

12

REACH APPEAL ACT REACT PREFERENCE

Physical mail remains by far the preferred
communication channel
Which channel* do you prefer for an advertising message ?

%
DM 37

Door to door leaflets 14

TV 12

Press 10

E-mail 7

Internet site 6

Animations in store 4

Radio 4

SM 0,5

13
*average figures across all sectors


Physical mail remains by far the preferred
communication channel
Which channel* do you prefer for an advertising message ?
1 1 0 0 1
6 7 4 2
13 2 3 7
5 2 5
3 4
3
3 13 12
15 13
10
13 8
13 22
19 11
8 14
7 7
10 10
13 5
9

43
36 38
34
29

Hifi, video, cell Telecom, internet, Automotive (n=158) Home equipment: Beauty products
phone, computer TV operators furniture, DIY, (n=120)
(n=144) (n=184) garden (n=127)
DM E-mail Print D2D TV Radio POS Internet SMS

*each respondent has an interest in the sector 14


Even when asked to choose different media,
physical mail remains top of the list
Which communication channels should a company use in order
to provide you with commercial information?
%
100

Mail order

80

70
Hifi, video
60 59
52 Telecom Telecom
Food 51
43
40 39 37
30
Telecom
20 Beauty
Food
Food 9
Press
0
Physical mail Advertising in D2D TV Radio Point of sales Advertising E-mail SMS
advertising print media advertising advertising on internet advertising advertising
(newspapers, site
magazines)

*each respondent has an interest in the sector 15


In the digital era, physical catalogues remain
key asset , even as support for Web site
Which way do you prefer to access information related to product characteristics

I ask for information in the shop itself 33

I prefer a paper catalogue 21

I prefer to consult product information
15
on the website

I prefer information on the internet,
12
combined with a paper catalogue

No preference 17

Do not know 2
%

Base: Access to e-mail (n=777) 16

create impact ?


Preference

Attitude

17

REACH APPEAL ACT REACT ATTITUDE

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

Advertising in this medium can surprise me and be original
Pleasure Advertising in this medium evokes emotion, makes me dream
Advertising in this medium ofter irritates me

Advertising in this medium can give me a better image of a company or brand
Image
Advertising in this medium takes into account the environment

Advertising in this medium gives me useful information
Advertising in this medium gives me detailed information
Inform
Advertising in this medium helps me to analyse an offer
Advertising in this medium gives me credible information

Advertising in this medium is easy and practical to obtain information
Convenience
Advertising in this medium is practical to communicate short messages

Advertising in this medium can convince me to try out a new product or service
Action It is easy to react to this advertising
Advertising in this medium urges me to react

18


E-mail & Physical mail: combination of strengths
Physical Mail index vs. Email
Feel appreciated 121
To try new products 85
Captures attention 84
Credible info 81
Better image 59
Analyse an offer 56
Useful info 49
Detailled info 48
Urges to react 46
Emotion 45
Original 27
Easy and practical for info 10
Easy to react -11
Short messages -23
Irritates me -30
Environment -48
19


Low rejection of 1-2-1 advertising
With regards to advertising in the following media, would you say there is …?

not enough enough too much sticker
0 20 40 60 80 100

Dm (Averages) 8 74 18

E-Mails (Averages) 12 68 20

cinema (n=678) 5 70 25

dailies (n=981) 3 71 26

magazines (n=1046) 3 62 36

free press (n=991) 3 61 37

radio (n=1058) 2 59 39

door-to-door (n=1149) 4 44 41 11

internet (n=747) 3 44 54

tv (n=1122) 1 22 77
%
Base: Users of each medium and give an answer 20


Among email users, 6 groups differentiate
themselves in their relation to one to one media
The 1-2-1 lovers
‘Positive towards 10%
all BTL media’

The DM lovers
28%
‘Physical Mail only’

The DM & Email Addicts
27%
‘Feel complementarily of Physical mail and e-mail’

The Email lovers
8%
‘E-Mails only’

Telemarketing 8%
& SMS Addicts

The Rejectors
Only 19%
‘No 1-2-1 media’

21
Base: Have access to e-mail (n=777)


DM and Email seduce different people
DM lovers DM + E addicts E lovers
(28%) (27%) (8%)
Gender Women Men Men
Language Dutch
Age 35+ 15-44 25-35; 55+
MRP ? MRP Non MRP Non MRP

Occupation Housewifes Management, Employees
Retired employee, students Traders
Students
Area Urban Urban, sec. local.

Family Single - couples Households 3+ Families 1 – 3 p

22


These groups can reinforce media
audiences …
(28%) (27%) (8%)
TV H H
Magazine H H

Free press H

Dailies H

Radio

Internet H H

Cinema H H

H= High media user

23


… or they can be complementary: you reach
audiences other media reach less
(28%) (27%) (8%)
TV H ML H
Magazine H M H

Free press H

Dailies M M H

Radio S ML

Internet H H

Cinema H H

H= High media user M= Medium L= Low

24

create impact ?


25


Measures on opening rates

Physical Mail EMail

63%-93% 18%-43% 9%-28%

Avg. 78%

2005 panel survey 2007 Q2 Mailmailer.com
MAS - Post Emailingsolution.com
(analysis on 3.352 DM)

26

Key results Physical Mail vs. email

higher recall rate (eg +75%)

better content recall

higher purchase intention (eg +79%)

27


Readership level is higher for Physical mail
followed by SMS
PHYSICAL EMAIL SMS TELE-
MAIL MARKETING
(n=984) (n=614) (n=265) (n=563)

always open / listen 40 17 44 18

often open / listen 20 15 14 15

sometimes open / listen 23 30 9 25
83% 62% 67% 58%

rarely open / listen 13 21 13 17

never open (DM) / delete
without opening (e-mail, sms) 5 17 19 24
/ never listen (telemark.)
% % % %

0 20 40 60 0 20 40 60 0 20 40 60 0 20 40 60

Base: Receive advertising 28


E-mail is slightly less appropriate to reach
prospects
% throw it out immediately in function of sender information
%
60
Email
No company
50 name

40

Not Client
30

20

Client
10

0
0 10 20 30 40 50 60
Physical Mail
29


Attention level of both channels varies across
sectors, with Physical mail staying ahead
% attentive readership for advertising from a company you are client from
%

60
Email

50
Bank&Insurance
Car

Mail order
40 Telecom
Home equipment
Hifi Beauty

Clothing
30
Press Leisure
Food

20
20 30 40 50 60 Physical Mail
Note: each respondent was interviewd about 2 sectors in which he is interested
30

create impact ?


31


E-mail has a much stronger impact when
combined with a physical mail
E-Mail funnel

Received Opened
Media recall Clicked Box ordered

Media received

DM + E-mail 100 34 34 60 21 93 23

113% 161% + 255%

E-mail only 100 30 30 42 13 70 9

__________________________
Source: DMix survey Mail order (2007)

32


E-mail has a much stronger impact when
combined with a physical mail
E-Mail funnel

Received Opened
Media recall Clicked Box ordered
Adding DM to email multiplies by 2,5
the number of final orders
Media received

DM + E-mail 100 34 34 60 21 93 23

113% 161% + 255%
Adding DM to email reduces by 25%
E-mail only 100 the cost / response 70
30 30 42 13 9

__________________________
Source: DMix survey Mail order (2007)

33


Paper catalogue is confirmed to be also a good
gateway towards web
What did you do after receiving a paper catalogue? Clothing & shoes

Home equipment
Did a purchase in a selling point 37
Hifi, video

Bought via the internet 12
Purchase Tourism & leisure

Beauty products
Bought via mailorder of by phone 21
Game, toys
Visited the website of the catalogue 18

Asked information in a selling point 15 Information

Sent an e-mail to request more
2
information

Other 2

Did nothing specific 34
%

34
Base: received catalogue


Site visit increases where mail is introduced to
the mix
“How often have you visited the web site in the past 12 months?”

Less Than
Once
7% 4% 5% Every 6
14% Months
27% 23%
30%
Between Once
35%
A Month And
+4% Once Every 6
Months
+5%
+12%
68% 72%
63%
51% Greater Than
Once a Month

Have Not Received Received Catalogue Received Catalogue Received Catalogue
Catalogue Within Past 12 months Within Past 6 months Within Past 3 months

Source: Quadrangle: DM & Email 2007. DM & Online 2007

35

So how far do P and E love each other to create
impact ?

36

Email Physical mail
• 67% of the 18+ • 100% 18+
Reach • Only 57% emailboxes are • 97% letterboxes are opened
opened every day everyday (!time sensitive)

• 5th preferred • Most preferred
Appeal • 8% E-lovers, 27% DM+E • 28% DM-lovers, 27% DM+E
• Strengths: • Strengths:
• Easy and practical format • Involving (valued)
(to react, to get • Capturing attention
information) • Giving usefull, detailed
• Can surprise & be original trustworthy information
• Taking account into • Urges to react
environment

• Lower readership • Higher opening and reading
Act • Good for confirmation, rate
renforcement towards clients • Better to contact prospects
37

Physical Mail is the 1-2-1 ‘base media’ to
integrate in ‘KISS’ combinations
React
Y
Email
Physical Mail React?
confirmation

N
Email
reminder

Web Interest? Brochure

38

Electrabel – BBDO Direct
John Caples Silver Award

39

You want more detailed results about this survey ?
You want to know more about our media insights ?

Contact us !

022 / 011.111
DMspecialists@post.be

41

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