E Loves P (Dm Discovery 6)
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E Loves P (Dm Discovery 6)

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E Loves P (Dm Discovery 6) E Loves P (Dm Discovery 6) Presentation Transcript

  • Or how Paper mail and Email work together to seduce the consumer
  • Welcome to 1
  • Everything you always wanted to know about … 2
  • Agenda The Post ■ Some key figures about E & P ■ When do I use E or P? ■ What are the advertisers’ questions & challenges concerning E & P? ■ The strenghts of both media: Key assets, tips and success stories ■ The future is on-line? 3 Cases illustrating the power of the mix ■ Belgacom/ Alcatel: Philip De Cleen & Steven Van Dingenen (Duval Guillaume) ■ Nutricia: Laurent Van Duyse (Wanabe) ■ Scottex & The best of Cannes: Geoffrey Hantson (Duval Guillaume) 3
  • 4 special guests for you today… Nivea Anne Portzenheim – Global Communication Manager Citibank Michel De Bolle - Marketing Director Deutsche Bank Philippe Etienne - Head of Campaign Management OgilvyOne & OgilvyInteractive Koen Van Impe - Managing Director 4
  • 1. Some key figures about these media
  • Direct Mail is still on the rise Turnover Increase Mio euro 238 224 227 + 4.8 % 221 214 + 12.2 % 212 2002 2003 2004 2005 2006 2007 Usage increase: 8% of non direct mail users will start with Direct Mail in 2008* * Direct Advertiser Survey, Post 6
  • Addressed Direct Mail represents 10,3% of gross media spendings Internet; 2,8% Gross media investments Regional Weeklies; Cinema; 0,6% 4,4% by Media Type Jan - June Postering; 7,2% Television; 34,2% Magazines; 8,7% Direct Mail; 10,3% Radio; 10,9% Dailies; 20,8% Mass Media (Cim MDB-Mediaxim): 1.560,5 Mio eur Direct Mail (La Poste-Mediaxim): 179.4 mio eur Source: Mediaxim CIM-MDB, Pige DM La Poste-Mediaxim 7
  • The strength of direct mail, the MAIL MOMENT… 97% opens Consumers mailbox spend every day 1’52’’ per mail … but receives only 2 DM/ week … and behind every letterbox is a unique 78% person is you can target opened 8
  • Frequency of consulting e-mail is less intensive than paper mail E-Mailbox Potential Reach* Letterbox Reach** No 0 3% Weekly No 33 33 8 Less often 21 Weekly Yes 100 97% 97 Daily Yes 67 57% 38 Daily Total Frequency Total Frequency * Source: TNS 2007 ** Source: MAS 2005 9
  • Total online advertising market 2006 - 2007 Total market Gross invoiced prices in € +41% 77.656.628 55.255.140 2006 2007 Source: IAB AdEx 2007; Sales Houses (+ Agencies for “Keyword”) 10
  • Channel evolution 2006 - 2007 Evolution 2006 - 2007 in 000 € 60.000 +37% 50.000 40.000 30.000 20.000 +82% 10.000 +9% +24% -6% +79% 2006 2007 0 Display Keyword Content E-mail Newsletter Other Integration 5% Source: IAB AdEx 2007; Sales Houses (+ Agencies for “Keyword”) 11
  • ? 2. When do I need to use E or P?
  • 13
  • Consumers are “bombed” by a few 1000 mass messages every week Weekly number of advertising messages per capita 350+ outdoor ads 400 press ads/inserts 2+ DM pieces 3 cinema ads Opportunity for Direct ! 200 TV ads 20 e-mail ads 150 radio ads 1000’s of ambient ads ... Source: Mindshare - Henley Centre (and TNS Media & Post survey) 14
  • High acceptance of 1-2-1 advertising With regards to advertising in the following media, would you say there is …? Dm (Averages) 8,40% 74% 18% E-Mails (Averages) 12,10% 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% 0% 20% 40% 60% 80% 100% not enough enough too much sticker * Source: TNS 2007 15
  • ? 3. What are your questions & challenges?
  • 17
  • Points of attention Creativity Content Challenges of the E Challenges of the P Spam Cost Capture attention Flexibility / reactivity Coverage Keep data-base up to date E-mail address collection & qualification Data-base qualification Opt-in addresses Environment Multiple e-mail addresses Intrusive character Abuse of e-mail usage Anti-spam filters 18
  • And what about the privacy rules? • E = Opt-in = I Agree • P = Opt-out = Information + No Reaction (on document or later) Opt-in exceptions: • Soft opt-in - 3 conditions client for “similar” product + opt-out at data collection + ”unsubscribe” (opt-out) - info@post.be 19
  • 4. The strengths of both media
  • 21
  • What do you measure after an E-mail campaign? # of opened messages 26,00% Return on investment 27,00% Clickthrough tracking 31% # interactors per link Clickthrough behaviour on campaignpages # of unique interactors # unsubscribes # of bounces 61% # of clicks per link Total number of clicks # of number of forwarded messages 82% brandawareness 95% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: Emailgarage Base:Users of each medium and give an answer 22
  • What do you measure after a DM campaign? Margin on Costs of the Additional Sales media campaign ROI ■ # of reactions Costs of the media campaign ■ # of appointments ■ # of sales ■ # of postal returns Margin on Probability Average Average Additional to redeem ( short term long term ) Sales coupon margin margin ■ Cost of campaign ■ Acquisition cost by contact ■ Life time value of the consumer Database ■ … Production Costs of hiring & Cost cost Mailing the media mainten- Coupon creation (printing cost campaign ance ROMI cost routing) 23
  • Measure the real things Percentage of respondents Recall having Opened it Read it Recall content Intent to act received it “Do you remember “Can you describe “Do you have intention to “What did you do with receiving a DM?” the DM?” react?” the DM?” Average Based on 21 cases 55 35 28 22 10 Conversion rate average* 59 73 78 40 Based on 21 cases * Conversion rate average is an average of different conversion rates and doesn't correspond to conversion rate between average 24
  • The power of Direct Mail 1 2 3 4 High recall Brand Sales Loyalty rate perception activation building DM gets high DM improves DM is a strong DM builds strong recall rates even brand perception sales activator long term of complex relations with messages your customer >50% of brand attributes 15% to 200% extra sales >25% more 2 to 20 times improved loyal better recall customers 5 Boosting of ROI Integrated with other media DM increases the ROI of your campaigns with at least 20% Source: Post – 15 DM pilot surveys N: > 25.000 25
  • The strengths of both media E-mail Physical mail ■ Easy to react, to get information ■ Appreciated – not intrusive ■ Cost ■ Targetting ■ Can be set up quickly ■ Sales Activation Advantages ■ Personnalisation ■ Acquisition ■ Measurability ■ Complex information ■ Short messages ■ High opening and reading rate ■ Can be surprising and original ■ Own list ■ To promote image & brand value ■ Newsletters ( top of mind ) ■ Involving Capturing attention When to ■ Punctual Information & more ■ Giving usefull, detailed trustworthy use ? frequent use information ■ Generate traffic on website ■ Urges to react (vouchers) ■ Magazines 26
  • 5. The future is on-line?
  • 28
  • The future is on-line? The answer is NO… the future is DIRECT! ■ Certainly there is an evolution! ■ On-line media has become mainstream ■ There will always be people that prefer paper mail ■ A magazine remains a certain value ■ Objectives of both media are different ■ And a good combination of both always create more impact What will be the future for your brand? 29
  • But the future is about the integration of E & P ■ 70% of belgian companies integrate e-mail marketing in their mediamix ■ 66% of them declare to be satisfied of the objectives reached +255% 23 9 E-Mail only DM + E-mail In one of the pilots we ran with our customers, adding DM to email multiplied by 2.5 the number of final orders * * IAB - E-mail Marketing Cookbook ** Study E loves P – Pilot Research 30
  • Thank you for your attention 31