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




                              Marketin...
The story starts with you
                                 How should I best
          How different or        make my on ...
We developed a reference survey to give the
first insights on the 1-2-1 landscape




    •   Scope:             DM, email...
So how far do P and E love each other to
create impact ?




  REACH       APPEAL          ACT          REACT




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




  REACH       APPEAL          ACT          REACT




        ...
REACH   APPEAL   ACT      REACT


  With 67% potential reach, email is becoming
  mainstream
        E-mail is becoming ma...
REACH   APPEAL       ACT        REACT


  About 40% email users have more than one
  private email address
    # email add...
REACH   APPEAL        ACT       REACT


  But frequency of consulting email is less
  intensive than physical mail
       ...
REACH     APPEAL      ACT       REACT


  Email is the most intensively used channel
  for one to one advertising
        ...
REACH   APPEAL   ACT   REACT


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

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




  REACH        APPEAL           ACT        REACT
            ...
Sector related questions to get more
contextual results

            •   Automotive
            •   Banks and insurance
  ...
REACH   APPEAL   ACT      REACT        PREFERENCE


  Physical mail remains by far the preferred
  communication channel
 ...
REACH     APPEAL       ACT   REACT         PREFERENCE


  Physical mail remains by far the preferred
  communication chann...
REACH       APPEAL        ACT        REACT         PREFERENCE


  Even when asked to choose different media,
  physical ma...
REACH   APPEAL   ACT     REACT      PREFERENCE


  In the digital era, physical catalogues remain
  key asset , even as su...
So how far do P and E love each other to
create impact ?




  REACH       APPEAL             ACT       REACT

           ...
REACH   APPEAL      ACT   REACT          ATTITUDE


  Determining attitude is based on key items
  which should lead to me...
REACH    APPEAL     ACT       REACT      ATTITUDE




  E-mail & Physical mail: combination of strengths
                 ...
REACH     APPEAL      ACT              REACT        ATTITUDE




  Low rejection of 1-2-1 advertising
   With regards to a...
REACH   APPEAL   ACT     REACT    ATTITUDE


  Among email users, 6 groups differentiate
  themselves in their relation to...
REACH   APPEAL   ACT     REACT      ATTITUDE




  DM and Email seduce different people
                       DM lovers  ...
REACH    APPEAL   ACT    REACT      ATTITUDE


  These groups can reinforce media
  audiences …
                        DM...
REACH    APPEAL   ACT    REACT      ATTITUDE


  … or they can be complementary: you reach
  audiences other media reach l...
So how far do P and E love each other to
create impact ?




  REACH       APPEAL         ACT           REACT




        ...
REACH   APPEAL    ACT     REACT




  Measures on opening rates

            Physical Mail                                ...
Key results Physical Mail vs. email



     higher recall rate (eg +75%)




        better content recall




 higher pur...
REACH    APPEAL      ACT        REACT


    Readership level is higher for Physical mail
    followed by SMS
             ...
REACH     APPEAL    ACT    REACT


  E-mail is slightly less appropriate to reach
  prospects
        % throw it out immed...
REACH     APPEAL   ACT   REACT


  Attention level of both channels varies across
  sectors, with Physical mail staying ah...
So how far do P and E love each other to
create impact ?




  REACH       APPEAL         ACT           REACT


          ...
REACH      APPEAL          ACT            REACT


   E-mail has a much stronger impact when
   combined with a physical ma...
REACH      APPEAL          ACT            REACT


   E-mail has a much stronger impact when
   combined with a physical ma...
REACH     APPEAL   ACT     REACT


  Paper catalogue is confirmed to be also a good
  gateway towards web
        What did...
REACH     APPEAL      ACT         REACT


  Site visit increases where mail is introduced to
  the mix
        “How often ...
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% ...
Physical Mail is the 1-2-1 ‘base media’ to
 integrate in ‘KISS’ combinations
React
                                      Y...
Electrabel – BBDO Direct
John Caples Silver Award




                           39
40
You want more detailed results about this survey ?
You want to know more about our media insights ?

Contact us !

022 / 0...
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P loves E

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P loves E

  1. 1. “P loves E” Or how Physical mail and Email work together to seduce the consumer Marketing Day 11-3-2008
  2. 2. 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
  3. 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+ 3
  4. 4. So how far do P and E love each other to create impact ? REACH APPEAL ACT REACT 4
  5. 5. So how far do P and E love each other to create impact ? REACH APPEAL ACT REACT 5
  6. 6. REACH APPEAL ACT REACT 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
  7. 7. REACH APPEAL ACT REACT 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
  8. 8. REACH APPEAL ACT REACT 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
  9. 9. REACH APPEAL ACT REACT 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
  10. 10. REACH APPEAL ACT REACT 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
  11. 11. So how far do P and E love each other to create impact ? REACH APPEAL ACT REACT Preference Attitude 11
  12. 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 12
  13. 13. 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
  14. 14. REACH APPEAL ACT REACT PREFERENCE 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
  15. 15. REACH APPEAL ACT REACT PREFERENCE 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
  16. 16. REACH APPEAL ACT REACT PREFERENCE 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
  17. 17. So how far do P and E love each other to create impact ? REACH APPEAL ACT REACT Preference Attitude 17
  18. 18. 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
  19. 19. REACH APPEAL ACT REACT ATTITUDE 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
  20. 20. REACH APPEAL ACT REACT ATTITUDE 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
  21. 21. REACH APPEAL ACT REACT ATTITUDE 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)
  22. 22. REACH APPEAL ACT REACT ATTITUDE 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
  23. 23. REACH APPEAL ACT REACT ATTITUDE These groups can reinforce media audiences … DM lovers DM + E addicts E lovers (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
  24. 24. REACH APPEAL ACT REACT ATTITUDE … or they can be complementary: you reach audiences other media reach less DM lovers DM + E addicts E lovers (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
  25. 25. So how far do P and E love each other to create impact ? REACH APPEAL ACT REACT 25
  26. 26. REACH APPEAL ACT REACT 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
  27. 27. Key results Physical Mail vs. email higher recall rate (eg +75%) better content recall higher purchase intention (eg +79%) 27
  28. 28. REACH APPEAL ACT REACT 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
  29. 29. REACH APPEAL ACT REACT 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
  30. 30. REACH APPEAL ACT REACT 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
  31. 31. So how far do P and E love each other to create impact ? REACH APPEAL ACT REACT 31
  32. 32. REACH APPEAL ACT REACT 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
  33. 33. REACH APPEAL ACT REACT 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
  34. 34. REACH APPEAL ACT REACT 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
  35. 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?” 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
  36. 36. So how far do P and E love each other to create impact ? 36
  37. 37. 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
  38. 38. 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
  39. 39. Electrabel – BBDO Direct John Caples Silver Award 39
  40. 40. 40
  41. 41. 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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