The document summarizes the key findings of a survey of 1,169 Belgian consumers about their preferences and behaviors related to direct mail. Some of the main findings include:
- The vast majority of Belgians welcome receiving mail daily and see checking their mailbox as a pleasant activity.
- On average, less than 1 in 4 Belgians receive direct mail on a given day. However, around 3/4 of people who receive direct mail will open and read it.
- Reported response rates to direct mail offers are relatively high, ranging from 5-31% depending on the business sector.
- People generally prefer receiving personalized direct mail over email for things like event invitations. They also tend to read
This document summarizes the results of market research comparing the impact of two media mixes on brand awareness, perception, and sales for a new beauty product. The traditional media mix of TV, print, and point-of-sale advertising was compared to a mix also including direct mail. Direct mail significantly improved awareness and increased sales activation by 61% compared to the traditional mix alone. The inclusion of samples and coupons in direct mail also proved very effective, with high recall and usage rates. The media mix with direct mail achieved a higher return on investment of 11% compared to -2% for the traditional mix alone.
Diving into “Terra Incognita” : The Direct Mailbpost
The document discusses findings from a survey on media usage and spending among Belgian companies. It finds that internet has the highest usage rate, followed by print advertising and direct mail. Direct marketing accounts for 39% of total advertising expenditures. Only 21% of advertisers use cross-media campaigns, most commonly combining two media. Direct mail is considered most efficient for short-term sales and retention. The "DM Pige" was created to track direct mail spending and provides insights into sectors and trends.
Jens Böcker – Smart media: the new way to the consumerbpost
Klanten interpreteren boodschappen op een andere manier. Enerzijds wordt het dus alsmaar belangrijker om het gedrag van klanten te doorgronden. Anderzijds moeten bedrijven rekening houden met zeer uiteenlopende media-effecten en budgetten. Bijgevolg i
1. The document summarizes the results of a consumer survey conducted in Belgium regarding attitudes towards direct mail as an advertising medium.
2. The survey found that most Belgian consumers check their mailboxes multiple times a week and over half receive mail every day.
3. Respondents still consider the arrival of physical mail to be an important moment and they enjoy looking through their mail.
4. Direct mail remains the preferred advertising medium according to the survey, and consumers like receiving ads through their mailboxes.
This document summarizes the results of market research comparing the impact of two media mixes on brand awareness, perception, and sales for a new beauty product. The traditional media mix of TV, print, and point-of-sale advertising was compared to a mix also including direct mail. Direct mail significantly improved awareness and increased sales activation by 61% compared to the traditional mix alone. The inclusion of samples and coupons in direct mail also proved very effective, with high recall and usage rates. The media mix with direct mail achieved a higher return on investment of 11% compared to -2% for the traditional mix alone.
Diving into “Terra Incognita” : The Direct Mailbpost
The document discusses findings from a survey on media usage and spending among Belgian companies. It finds that internet has the highest usage rate, followed by print advertising and direct mail. Direct marketing accounts for 39% of total advertising expenditures. Only 21% of advertisers use cross-media campaigns, most commonly combining two media. Direct mail is considered most efficient for short-term sales and retention. The "DM Pige" was created to track direct mail spending and provides insights into sectors and trends.
Jens Böcker – Smart media: the new way to the consumerbpost
Klanten interpreteren boodschappen op een andere manier. Enerzijds wordt het dus alsmaar belangrijker om het gedrag van klanten te doorgronden. Anderzijds moeten bedrijven rekening houden met zeer uiteenlopende media-effecten en budgetten. Bijgevolg i
1. The document summarizes the results of a consumer survey conducted in Belgium regarding attitudes towards direct mail as an advertising medium.
2. The survey found that most Belgian consumers check their mailboxes multiple times a week and over half receive mail every day.
3. Respondents still consider the arrival of physical mail to be an important moment and they enjoy looking through their mail.
4. Direct mail remains the preferred advertising medium according to the survey, and consumers like receiving ads through their mailboxes.
1. The document summarizes the results of a consumer survey conducted in Belgium regarding attitudes towards direct mail as an advertising medium.
2. The survey found that most Belgian consumers check their mailboxes multiple times a week and over half receive mail every day.
3. Respondents still consider the arrival of physical mail to be an important moment and they enjoy looking through their mail.
4. Direct mail remains the preferred advertising medium according to the survey, and consumers like receiving ads through their mailboxes.
Makro is part of the METRO group and has 6 outlets in Belgium and 600 outlets worldwide. The document discusses a speed camera marketing campaign by Makro to increase traffic and sales. The campaign involved setting up a "Makro Speed Camera" that rewarded drivers for not speeding with lottery tickets instead of fines. The campaign was innovative and generated buzz. It resulted in over 101,000 website visitors, photographs of over 13,000 drivers, an 11% increase in average ticket size, and 8% more irregular clients visiting stores. The campaign was a success.
The document discusses initiatives by La Poste - De Post to reduce carbon emissions associated with mail delivery and direct marketing campaigns. It presents the Green Post program which includes tools to help business customers measure and lower the carbon footprint of direct mail campaigns at each step of the process. One key initiative discussed is the DM Carbon Meter software that calculates carbon emissions and provides low-carbon alternatives for mailings. It also describes an option for customers to compensate for the carbon emissions of large mailings through a financial contribution invested in carbon reduction projects.
The document discusses how brands have lost trust over time due to dishonest actions and a lack of values and ethics. It argues that brands must rebuild trust through their values, ethics, constancy, intimacy, and creativity. Direct mail is presented as a way for brands to communicate their values and have a personal conversation with customers to regain their trust over time through an ongoing relationship. Creativity is emphasized as important for engagement rather than just focusing on ROI.
This document provides an overview of direct marketing opportunities in the car industry. It begins with some context on challenges facing the car market such as increased segmentation, competition, and privacy concerns. It then presents direct marketing figures showing it represents a sizable portion of advertising investments. The role of direct marketing throughout the car purchase cycle is described, from understanding options to keeping customers loyal. Direct mail is highlighted as having advantages like selectivity, impact, and measurability compared to other channels. Real case studies are presented on using direct marketing for relationship building, launching new models, and legal considerations for the sector. The conclusion emphasizes the key assets of direct marketing like appreciation, targeting, and sales activation capabilities.
The document discusses optimizing a brand's media mix based on its relationship with customers. It introduces the DM Brand Relationship model which was developed by Belgian Post Solutions and Synovate Censydiam. The model involves understanding the different types of relationships customers can have with a brand in order to improve communications and loyalty. It then provides an example application of this model in the fashion retail sector, identifying 8 different brand relationships and analyzing how two players are perceived differently by customers.
The document discusses rebuilding trust in financial institutions after the crisis. It notes that trust is important for reputation and that banks are seen as responsible for the crisis, hurting trust. However, this also presents an opportunity for ING to understand changing consumer attitudes and leverage empathy, pragmatism, respect, and professionalism to rebuild trust through a clear value proposition focused on accessibility, transparent products, and relationship building.
Brand content et evenementiel : pari gagnantLabCom
Conférence LabCom du 22/11 sur la thématique "Brand content et évènementiel : pari gagnant?" avec les intervenants suivants:
- Jeanne Bordeau, Présidente de l’Institut de la qualité de l’expression,
- Cyril Paglino, Digital entrepreneur et Fondateur de l’agence Wizee,
- Georges Mohammed-Chérif, Fondateur et CEO de l’agence Buzzman,
- Charlotte, Chargée des relations consommateurs, réseaux sociaux et médias chez Michel & Augustin.
The document discusses research into the effectiveness of physical mail and email for advertising purposes. It finds that while email has a large reach of 67% of people, physical mail is still strongly preferred for receiving advertising messages. Physical mail also has higher readership rates than email. However, email and physical mail can be most effective when used together, as email can help drive people to websites when combined with physical mail campaigns. The document analyzes audience segments and how physical mail and email each appeal best to different groups.
The document discusses direct mail marketing and the role of paper communication. It provides insights from various studies and surveys that show:
1) Direct mail is still an important driver of sales and builds strong customer relationships through personalization.
2) While consumers are exposed to thousands of digital ads daily, direct mail stands out due to its tangible nature and lower frequency of receipt.
3) An integrated multi-channel approach using both digital and paper-based direct mail is most effective for customer engagement and driving the highest returns.
1. The document summarizes the results of a consumer survey conducted in Belgium regarding attitudes towards direct mail as an advertising medium.
2. The survey found that most Belgian consumers check their mailboxes multiple times a week and over half receive mail every day.
3. Respondents still consider the arrival of physical mail to be an important moment and they enjoy looking through their mail.
4. Direct mail remains the preferred advertising medium according to the survey, and consumers like receiving ads through their mailboxes.
Makro is part of the METRO group and has 6 outlets in Belgium and 600 outlets worldwide. The document discusses a speed camera marketing campaign by Makro to increase traffic and sales. The campaign involved setting up a "Makro Speed Camera" that rewarded drivers for not speeding with lottery tickets instead of fines. The campaign was innovative and generated buzz. It resulted in over 101,000 website visitors, photographs of over 13,000 drivers, an 11% increase in average ticket size, and 8% more irregular clients visiting stores. The campaign was a success.
The document discusses initiatives by La Poste - De Post to reduce carbon emissions associated with mail delivery and direct marketing campaigns. It presents the Green Post program which includes tools to help business customers measure and lower the carbon footprint of direct mail campaigns at each step of the process. One key initiative discussed is the DM Carbon Meter software that calculates carbon emissions and provides low-carbon alternatives for mailings. It also describes an option for customers to compensate for the carbon emissions of large mailings through a financial contribution invested in carbon reduction projects.
The document discusses how brands have lost trust over time due to dishonest actions and a lack of values and ethics. It argues that brands must rebuild trust through their values, ethics, constancy, intimacy, and creativity. Direct mail is presented as a way for brands to communicate their values and have a personal conversation with customers to regain their trust over time through an ongoing relationship. Creativity is emphasized as important for engagement rather than just focusing on ROI.
This document provides an overview of direct marketing opportunities in the car industry. It begins with some context on challenges facing the car market such as increased segmentation, competition, and privacy concerns. It then presents direct marketing figures showing it represents a sizable portion of advertising investments. The role of direct marketing throughout the car purchase cycle is described, from understanding options to keeping customers loyal. Direct mail is highlighted as having advantages like selectivity, impact, and measurability compared to other channels. Real case studies are presented on using direct marketing for relationship building, launching new models, and legal considerations for the sector. The conclusion emphasizes the key assets of direct marketing like appreciation, targeting, and sales activation capabilities.
The document discusses optimizing a brand's media mix based on its relationship with customers. It introduces the DM Brand Relationship model which was developed by Belgian Post Solutions and Synovate Censydiam. The model involves understanding the different types of relationships customers can have with a brand in order to improve communications and loyalty. It then provides an example application of this model in the fashion retail sector, identifying 8 different brand relationships and analyzing how two players are perceived differently by customers.
The document discusses rebuilding trust in financial institutions after the crisis. It notes that trust is important for reputation and that banks are seen as responsible for the crisis, hurting trust. However, this also presents an opportunity for ING to understand changing consumer attitudes and leverage empathy, pragmatism, respect, and professionalism to rebuild trust through a clear value proposition focused on accessibility, transparent products, and relationship building.
Brand content et evenementiel : pari gagnantLabCom
Conférence LabCom du 22/11 sur la thématique "Brand content et évènementiel : pari gagnant?" avec les intervenants suivants:
- Jeanne Bordeau, Présidente de l’Institut de la qualité de l’expression,
- Cyril Paglino, Digital entrepreneur et Fondateur de l’agence Wizee,
- Georges Mohammed-Chérif, Fondateur et CEO de l’agence Buzzman,
- Charlotte, Chargée des relations consommateurs, réseaux sociaux et médias chez Michel & Augustin.
The document discusses research into the effectiveness of physical mail and email for advertising purposes. It finds that while email has a large reach of 67% of people, physical mail is still strongly preferred for receiving advertising messages. Physical mail also has higher readership rates than email. However, email and physical mail can be most effective when used together, as email can help drive people to websites when combined with physical mail campaigns. The document analyzes audience segments and how physical mail and email each appeal best to different groups.
The document discusses direct mail marketing and the role of paper communication. It provides insights from various studies and surveys that show:
1) Direct mail is still an important driver of sales and builds strong customer relationships through personalization.
2) While consumers are exposed to thousands of digital ads daily, direct mail stands out due to its tangible nature and lower frequency of receipt.
3) An integrated multi-channel approach using both digital and paper-based direct mail is most effective for customer engagement and driving the highest returns.
1. A study by La Poste Belge analyzed the impact of direct mail campaigns and tests in Belgium. Direct mail represents around 10% of total media investments and had an 11.8% market share in the first half of 2009.
2. Pilot studies combining direct mail with other media like TV and print found direct mail increased recall rates by 15-20% and purchase intent by 20-60% compared to other media alone. Direct mail was also shown to boost brand image and increase customer loyalty.
3. Additional studies and a database of 300 direct mail tests found response rates averaged 6.28% for general campaigns and 8.94% for loyalty campaigns. Certain sectors and message elements like promotions and
This document provides 12 frequently asked questions about email marketing in Belgium. Some key points include:
- Average open rates for prospecting emails are 15% while client emails have 25% open rates. Re-emails see half the open rate of the original email.
- Profile data like age, gender and location have the biggest impact on email performance, influencing open and click rates by 50%.
- Content is also very important, with incentive emails generating click rates 3 times higher than informational emails.
- Calculating ROI is important to determine if email marketing is financially positive based on factors like conversion rates and customer value. If done well with the right metrics and creative, email can provide a positive ROI.
The document discusses direct mail (DM) as an effective marketing medium. It provides statistics showing DM has high recall and response rates compared to other media. DM is shown to increase ROI when integrated with other channels. Personalized DM that addresses customer benefits has greater impact. The summary emphasizes DM's effectiveness while being cost-efficient when using targeted segmentation and interactive elements.
1) A survey was conducted of over 1,600 existing customers of a telecom company to assess the impact of different media campaigns, including the use of direct mail.
2) The results showed that direct mail increased brand awareness and had a higher recall rate than other media like print, though not as high as television. Combining direct mail with television and online advertising seemed to improve customers' recall of the campaign messaging.
3) While very few customers took immediate action after seeing ads or receiving direct mail, combining media exposures appeared to positively influence customers' intentions to switch services in the near future, especially among baby boomer customers. Direct mail was also viewed as more credible and relevant than other advertising by customers who
The document provides an overview of direct mail fundraising and best practices. It discusses how direct mail has been used for over 800 years and can be used to acquire, retain, and convert donors. Key tactics discussed include personalization, endorsements/testimonials, and including premiums. Choosing the right database and testing lists is presented as both an art and a science. Metrics like response rate and long-term donor value are important to measure success. The document also compares different media like email, SMS, telephone and recommends direct mail for its ability to reach all potential donors and build brand awareness. Tips for writing effective direct mail letters include using simple, concrete stories told from a first-person perspective.
The document discusses how direct mail (DM) can help companies adapt to a changing media landscape. It provides insights from Belgian Post Solutions on how DM generates high recall rates, improves brand perception, and builds loyalty and sales activation better than other media. DM is well-suited to address market fragmentation and complex consumer attitudes. Belgian Post Solutions offers DM services and data to help companies increase marketing ROI.
Get The Max Out Of Your Mix (Dm Discovery 3, 2007)bpost
The document discusses how direct mail (DM) can help companies adapt to a changing media landscape. It provides insights from Belgian Post Solutions on how DM generates high recall rates, improves brand perception, and builds loyalty and sales activation better than other media. DM is well-suited to address market changes like increasing media fragmentation and consumer sophistication. Belgian Post Solutions offers DM services and data to help companies increase marketing ROI.
1. The document discusses the effectiveness of direct mail (DM) as an advertising medium compared to other channels like email and digital.
2. It provides statistics and case studies that show DM has higher response and engagement rates than email marketing. It also increases the effectiveness of other channels when used together.
3. Experts are quoted saying DM is better than other media for conveying detailed messages and building brand values. The document advocates that DM still has a important role to play in advertising alongside digital channels.
This document provides an overview of direct mail advertising and marketing. It discusses that direct mail is a profitable channel that allows for targeted messaging and measurable responses. Some key aspects that are critical for an effective direct mail campaign include developing a clear plan, using the right mailing lists, testing offers and creative elements, and focusing on the prospective customer's needs rather than just the product. Regular testing is important to optimize direct mail campaigns and maximize return on investment.
1. Addressed mailings were found to have significantly higher recall and consideration rates than unaddressed mailings or ATL campaigns alone.
2. Both addressed and unaddressed mailings improved brand perception of the automotive company compared to ATL campaigns, though unaddressed mailings had a slightly higher impact.
3. An analysis of return on investment found that addressed mailings generated a higher ROI and net margin impact than unaddressed mailings.
1. Addressed mailings were found to have significantly higher recall and consideration rates than unaddressed mailings or ATL campaigns alone.
2. Both addressed and unaddressed mailings improved brand perception of the automotive company compared to ATL campaigns, though unaddressed mailings had a slightly higher impact.
3. An analysis of return on investment found that addressed mailings generated a higher ROI and net margin impact than unaddressed mailings.
This document summarizes key points from a LAGLCC panel on business development strategies. It discusses various prospecting methods like cold calling, direct mail, email marketing, social media, networking, referrals, and how to position oneself as an industry expert. Specific tips are provided on direct mail, email marketing for both B2B and B2C businesses, and best practices for sales prospecting.
La communication papier et le @ sont des alliés, pas des ennemis.
• le DM soutien votre business
• l’impact du papier adressé
• les forces du papier + le e marketing
• l’impact environnemental du papier
At Royal Mail we’ve always believed in using the power of 1 to 1 communications to build customer relationships.
However, technology has transformed marketing communications. The development of email and the rapid adoption of smartphones and tablets have changed the way
we connect with customers forever. When you want to talk to customers directly you now have many different tools at your disposal and that’s a good thing.
So we’ve conducted extensive research to find out how customers prefer businesses to talk to them. You have this research in front of you and we think the results are fascinating.
It shows that the core strengths of mail have endured and in some cases grown even stronger, often by driving customers online. Mail is still opened, still valued, still kept and still drives response. Digital has transformed marketing but it hasn’t replaced mail for one simple reason. Customers don’t want it to.
Customers are very clear about what they prefer to receive by mail. They prefer to receive items of substance that they can spend time with and keep. Equally, there are some communications like quick updates that customers prefer to receive via email.
So, complementarity pays. A recent meta-analysis by Peter Field on the IPA Databank reveals that 27% more of the campaigns which delivered high sales performance included mail than did not.
He also looked at campaigns which drove high acquisition levels. And 40% more of these included mail than those that didn’t. Campaigns with mail achieved over twice (104%) the market share growth when measured against campaigns without mail in the mix.
Ignored – or Engaging? How are your subject lines working – or NOT working – to capture the attention and interest of your audience? This fast-paced seminar will take a deeper dive into the mechanics of truly effective subject lines. We’ll cover:– The three keys that make or break your subject line (and how short your window really is.
Using email to get relevant and to get incremental revenue by www velomarketi...Velo//
First delivered at eCommerce Expo back in 2008, this presentation covers how pioneering eCommerce companies use targeting and relevant content to drive additional revenue from their audiences
While we (marketers) were shoring up our social and mobile strategies over the last 5+ years, something happened: Email had a renaissance. Driven largely by our always present smartphones and Inbox FOMO (fear-of-missing-out), we are consuming more email at all times of day in all sorts of places. These trends provide massive opportunities for marketers to capitalize on this tried and true digital tactic, but most brands are still doing the same old one-size-fits-all campaign.
In this half-day workshop, you’ll learn how to ask the right questions related to your strategy, generate insights for effective campaigns and additional marketing channels, and delivery great campaigns for our subscribers.
Key takeaways include:
Latest trends and stats on email marketing.
How to perform effective email audits.
How to select email marketing/marketing automation providers.
How to build effective email workflows with your organization/agency.
How to leverage modern web tools to create kickass emails.
How to develop short and long-term communications plans with subscribers.
How to determine the email metrics that matter.
What does the future look like for email?
Fundraising day 14 05 2013 bisnode data driven fundraising_isabel baertBisnode Belgium
This document discusses how data-driven fundraising and marketing can maximize results. It emphasizes creating a single supporter view by connecting offline and online supporter data, including social media profiles. Connecting these dots allows for more consistent, personalized communication across channels. Case studies show how combining data sources helped identify supporters, convert petition signers to donors, and send targeted birthday messages. Analyzing transaction data through RFM segmentation was recommended to improve customer lifetime value for a photo company client. The key is using data to better understand supporters and improve engagement at each stage of the supporter journey.
Similar to Direct Consumer Survey 2006 Public (20)
The document discusses how direct mail (letterbox) can be used to effectively engage with consumers (iConsumers) in today's digital environment. It notes that direct mail remains a valuable marketing channel, even for the most digital consumers, as it can reinforce digital strategies by driving web traffic when combined with online searches. Some key points made are that 87% of direct mail is read, it is one of the most important touchpoints related to purchase decisions, and many advertisers now fully integrate direct mail into their strategies for reaching and engaging consumers.
Make your digital strategies also a sales generatorbpost
This document discusses how direct mail can be used as a digital strategy and sales generator by activating digital targets like mobile/tablet and social media users. It provides several case studies as examples, such as how Rabobank used a customized magazine to increase website traffic and how Pure Players used direct mail to drive website traffic and online sales for inactive customers. The document advocates for an integrated digital-direct mail approach to generate better return on investment through increased traffic, dialogue, advocacy, and brand experience.
This document compares the effectiveness of different marketing channels - direct mail, email, and banner advertising - for a Belgian food brand's webshop campaign. Direct mail generated the highest turnover at €252,000 from 50,000 contacts, compared to €7,128 from email and €1,030 from banners. Direct mail also had the highest ROI at 770% and the lowest cost per acquisition. The key conclusion is that direct mail is the most efficient activation channel, and combining online and offline approaches generates better results than online-only.
The necessity to recruit new donors in times of economic recession - Fundrais...bpost
The economic recession has resulted in donors that quit donating, or donate less. You could desinvest, or invest to create new donors. Find out how Direct Mail can help
This document discusses strategies for companies to create word-of-mouth marketing using postcards. It suggests that companies offer customers free postcards to send to friends and family to share their experiences with a brand. This creates engagement and interactions on a personal level. The document provides examples of companies that use real postcards sent through the mail and a mobile app to allow customers to send branded postcards to others for free in order to generate buzz and sales for the brand.
Direct mail and email were tested to promote cross-selling funds to existing clients without share accounts. 300 interviews were conducted, with 150 receiving email and 150 receiving direct mail. Direct mail generated significantly higher spontaneous brand awareness (+120%) and correct message recall (+81%) than email. It also enhanced attention to other brand advertising by 60% more than email. Direct mail was found to be more effective than email at promoting cross-selling funds to existing clients.
Direct mail and email were tested to promote cross-selling funds to existing clients without share accounts. 300 interviews were conducted, with 150 receiving email and 150 receiving direct mail. Direct mail generated significantly higher spontaneous brand awareness (+120%) and correct message recall (+81%) than email. It also enhanced attention to other brand advertising by 60% more than email. The findings suggest that direct mail is more effective than email for this marketing campaign objective.
Loyalty starts with great stories - event bpost 29/01/2013]bpost
The document discusses building loyalty through storytelling, values, and effective communication over time. It highlights the importance of social media, personalization, and engaging supporters by recognizing them, making them feel good, inspiring them, inviting them to participate, and showing that their voices have been heard. The goal is to develop loyal volunteers and donors through these strategies.
This document discusses transforming administrative mail into a customer experience tool. It focuses on why capitalizing on administrative mail is important, how to do it by putting customers first and treating it as a project, and what benefits it can bring. Specifically, it can improve brands, enhance customer communication, and unlock hidden ROI. The document provides examples of projects with banks, insurers, telcos and utilities that experienced positive impacts from RelatioMail.
This document outlines an agenda and presentations for a cross-channel day event. The agenda is divided into two parts, with the first part focusing on topics like the current state of retail, cross-channel organizations, and identifying customers. The second part discusses challenges and opportunities of multichannel retail like moving from cash and carry to multichannel. Several company case studies are also presented. The document indicates that identifying the most likely buyers based on fast-moving consumer goods purchasing behavior will be one of the presentations. Overall, the document provides an agenda and overview of topics to be discussed at a cross-channel marketing event.
Club Med partnered with bpost to launch a mobile postcard program combining digital and physical experiences. The program allows Club Med customers to take a photo on their smartphone, add a personal message, and have the postcard printed and delivered by bpost. Over 65,000 downloads and 95,000 postcards have been sent since launch. The program aims to strengthen Club Med's brand image by allowing customers to share their happy vacation moments, increase customer loyalty through a rewarding experience, and recruit new customers by capturing the addresses of postcard recipients.
Inma presHow to help brands and consumers. 3 innovations by bpost for the I...bpost
Mobile postcard apps allow customers to send digital postcards from their phones in under 100 seconds. Shipping manager apps give customers updates on package deliveries and allow redelivery scheduling. On-demand delivery services let customers order anything and have it delivered within hours, with bpost aiming to become customers' personal assistant for ordering goods.
This document discusses a survey conducted in Belgium about voters' preferred communication channels for political parties. Some key findings:
1) Door-to-door flyers and personalized letters remain the most preferred methods for politicians to contact voters.
2) Northern voters prefer messages in newspapers and door-to-door contact, while southern voters prefer more personal approaches.
3) Men are more interested in politics overall and prefer personalized letters more than women. Interest in politics increases slightly as elections near.
bpost test eerstdaags in Mechelen en regio Verviers de gebundelde postbestelling voor gezinnen uit. Op zowat 17.000 adressen zullen de postbodes alle brieven en ongeadresseerd drukwerk in een open bedrukte map bestellen. De nieuwe werkwijze zal gebaseerd zijn op geavanceerde technologie en bpost is daarmee een voorloper in de internationale postwereld. In zijn processen, producten en diensten past bpost systematisch spitstechnologie toe, maar technologie zal nooit de postbode vervangen.
1. The Direct Consumer Survey A consumer perspective on Direct Mail November 2005
2.
3.
4. Key results Preferences in function of content Attitude towards Addressed DM Behaviour towards Addressed DM DM in different business sectors Consumer perspective DM in your sector Our daily mail Attitude towards e-mail and unaddressed DM Addressed DM and some other media
5.
6. Welcome the mail “ I’m always curious about what is new in my letterbox” 66 61 70 59 76 69 59 71 Base = all respondents ( n = 1168) %
7. Reading your mail is a treat “ Checking my mail is a pleasant moment” 63 57 69 63 63 62 58 69 Base = all respondents ( n = 1168) %
8. Emptying the mailbox is a must... “ When I get home, I hurry to empty the mailbox” 66 64 67 58 78 59 66 72 Base = all respondents ( n = 1168) %
9. ...on working days and in the weekend Base = all respondents ( n = 1168) “ Number of days per week that the mail box is emptied”
10. Mailboxes are emptied ASAP or when it’s convenient Base = all respondents ( n = 1168) , multiple responses possible (sum > 100% ) “ When is the mail box usually emptied ?” 32% ASAP 68% when it’s convenient %
11. Key results Preferences in function of content Attitude towards Addressed DM Behaviour towards Addressed DM DM in different business sectors Consumer perspective DM in your sector Our daily mail Attitude towards e-mail and unaddressed DM Addressed DM and some other media
12.
13. We receive every 3 days one Direct Mail (mean = .34, median = 0) “ How many pieces of Direct Mail did you receive yesterday ?” 23 22 24 19 28 28 24 17 Base = all respondents ( n = 1168) %
14. A vast majority of people (3/4) will open and read addressed direct mail; 1/3 with sounded attention Superficial Attentive Base = 232 mailings received and analysed 70% 30%
15. If DM pressure seems relatively low, the reported response level is high. % yes Base = all respondents ( n = 1168) *Declared response to DM offers of 12 sectors mentioned on the following slides “ Did you respond to DM offer or invitation during the last 12 months”*
16. There are significant differences between sectors, with obvious interactions with sex and age. Base = all respondents ( n = 1168) “ Did you respond to DM offer or invitation of one of these sectors during the last 12 months”* 9,6 Computer - software 11,0 Audio – video - photo 11,9 Garden - Do It Yourself 12,8 Beauty 12,9 Mobile phone - operators 14,3 Tourism - spare time 19,8 Food - cleaning products 21,8 Clothing - shoes 9,3 Banks - insurances Total % YES 6,6 8,9 9,0 Auto Electrical appliances Furniture - decoration 5,4 13,7 7,9 14,1 11,6 12,1 17,9 7,7 11,7 14,1 14,4 14,1 24,2 15,3 28,3 15,2 6,8 11,7 women men 8,3 10,0 6,7 5,1 7,7 11,1 3,8 9,6 16,3 4,6 10,6 19,4 12,2 12,4 11,1 8,1 13,8 17,1 6,3 15,3 17,5 10,4 17,7 14,2 16,7 19,8 23,7 14,8 21,1 31,2 7,2 10,2 10,5 55+ 34-54 < 34 5,5 12,6 12,8 8,3 9,0 9,1 5,6 5,8 5,7
17. Key results Attitude towards e-mail and unaddressed DM Preferences in function of content Attitude towards Addressed DM Behaviour towards Addressed DM DM in different business sectors Consumer perspective Addressed DM and some other media DM in your sector Our daily mail
18. There is no such thing as a ‘general attitude’ towards Direct Mail: differs in function of sender and receiver characteristics Base = all respondents (n = 1168) “ Would you like to receive more DM ?” 7,9 Auto 10,9 Electrical appliances 11,8 Furniture - decoration 12,0 Beauty 13,8 Audio - video - photo 14,1 Computer - software 19,4 Food - cleaning products 19,4 Clothing - shoes 20,8 Tourism - spare time 16,6 Garden - Do It Yourself 8,8 10,8 Total % YES Banks - insurances Mobile phone - operators 3,7 12,4 9,9 12,0 13,5 10,0 16,6 7,3 8,6 19,4 9,6 18,9 25,7 12,9 24,4 14,4 20,0 21,6 14,8 18,4 10,8 13,2 men 7,0 8,7 women 5,4 6,5 13,2 8,5 9,7 15,5 7,9 12,3 15,7 8,0 12,9 15,6 5,9 13,0 24,7 5,1 14,3 24,8 16,6 21,1 20,4 12,9 19,6 27,1 15,8 23,4 23,1 14,2 18,0 17,5 8,4 20,2 < 34 10,2 9,1 34-54 7,6 5,3 55+
19. They value more companies that send them personalized information “ A company that makes the effort to write me personnaly, is more likeable than a company that doesn’t” 57 57 57 55 60 56 59 56 Base = all respondents (n = 1168) %
20. Trust and information value are the 2 key assets of DM for the consumer “ How often do you consider DM...” Base = all respondents who received mail yesterday (n = 972 ) % 68 66 57 57
21. Involvement and activation are also key Base = all respondents who received mail yesterday (n = 972 ) “ How often do you consider DM...” % 47 52 41 24
22.
23. Key results Attitude towards e-mail and unaddressed mail Preferences in function of content Attitude towards addressed DM Behaviour towards addressed DM DM in different business sectors Consumer perspective Addressed DM and some other media DM in your sector Our daily mail
24.
25. First, look at the basics! People still prefers receiving paper mail “ I prefer receiving a posted mail to receiving an email” 73 68 78 71 76 61 73 84 Base = all respondents (n = 1168) %
26. People tend to read email only from companies they are in relation with (previous purchase, request of information,…) How attentively do you read emails from ….. Base = all respondents having a personal email adress (n = 509 ) NEWSLETTERS COMMERCIAL INFORMATION
27. Secured email is not yet largely accepted as an alternative for official uses Base = all respondents having a personal email adress (n = 509 ) % Preferring a personally adressed mail to a secured email when it concerns...
28.
29. At least ¾ people skims into the unaddressed mails looking for their interest At first Later Base = all respondents that DON’T have a “ no publicit y ” sticker on their mailbox (n = 981) What do you do when you receive unaddressed mail or leaflets? ...
30. Key results Attitude towards e-mail and unaddressed mail Preferences in function of content DM in different business sectors Consumer perspective DM in your sector Our daily mail Attitude towards addressed DM Behaviour towards addressed DM Addressed DM and some other media
31. % Which channel do you prefer for an invitation , e.g. for an open door event? Q29 - Base = all respondents ( n = 1168)
32. % Which channel do you prefer for an invitation , e.g. for an open door event? Q29 - Base = all respondents ( n = 1168) Breakdown Dutch - French * * * * * * * * ! Base too small: difference not representative
33. % Which channel do you prefer for an invitation , e.g. for an open door event? Q29 - Base = all respondents ( n = 1168) Breakdown Women - Men * * * * * * * ! Base too small: difference not representative
34. % Which channel do you prefer for an invitation , e.g. for an open door event? Q29 - Base = all respondents ( n = 1168) Breakdown by age * * * * * * * ! Base too small: difference not representative *
35. % Which channel do you prefer for an invitation , e.g. for an open door event? Q29 - Base = all respondents ( n = 1168) A personally addressed DM delivered by Post * ! Base too small: difference not representative
36. Which channel a company where you are a loyal customer, should use to give you commercial information ? % Q27 - Base = all respondents ( n = 1168)
37. % Which channel a company where you are a loyal customer, should use to give you commercial information ? Q27 - Base = all respondents ( n = 1168) Breakdown Dutch - French * * * * * * * * ! Base too small: difference not representative
38. % Which channel a company where you are a loyal customer, should use to give you commercial information ? Q27 - Base = all respondents ( n = 1168) Breakdown Women - Men * * * * * * * ! Base too small: difference not representative *
39. % Which channel a company where you are a loyal customer, should use to give you commercial information ? Q27 - Base = all respondents ( n = 1168) Breakdown by age * * * * * * * ! Base too small: difference not representative *
40. % Which channel a company where you are a loyal customer, should use to give you commercial information ? Q27 - Base = all respondents ( n = 1168) A personally addressed DM delivered by Post * ! Base too small: difference not representative
41. Which channel you prefer for a promotion or information on new services or products ? % Q28 - Base = all respondents ( n = 1168)
42. % Which channel you prefer for a promotion or information on new services or products ? Q28 - Base = all respondents ( n = 1168) Breakdown Dutch - French * * * * * ! Base too small: difference not representative
43. % Which channel you prefer for a promotion or information on new services or products ? Q28 - Base = all respondents ( n = 1168) Breakdown Women - Men * * * * * * * ! Base too small: difference not representative
44. % Which channel you prefer for a promotion or information on new services or products ? Q28 - Base = all respondents ( n = 1168) Breakdown by age * * * * * * * ! Base too small: difference not representative *
45. % Which channel you prefer for a promotion or information on new services or products ? Q28 - Base = all respondents ( n = 1168) A personally addressed DM delivered by Post * ! Base too small: difference not representative
46. % Which channel do you prefer for your bank account information ? Base = all respondents ( n = 1168)
47. Key results Attitude towards other e-mail and unaddressed mail Preferences in function of content DM in different business sectors Consumer perspective DM in your sector Our daily mail Attitude towards addressed DM Behaviour towards addressed DM Addressed DM and some other media
48. Declared DM funnel in different business sectors Bas e = s ector s were rotate d, about 380 respondents per sector % I read it attentively I read it superficially I never read it I never get DM from this sector
49. Declared DM funnel in garden & DIY Bas e = s ector s were rotate d, about 380 respondents per sector %
50. Declared DM funnel in automobile sector Bas e = s ector s were rotate d, about 380 respondents per sector %
51. Declared DM funnel in food & cleaning Bas e = s ector s were rotate d, about 380 respondents per sector %
52. Declared DM funnel in electrical appliances Bas e = s ector s were rotate d, about 380 respondents per sector %
53. Declared DM funnel in mobile phone and telco operators Bas e = s ector s were rotate d, about 380 respondents per sector %
54. Declared DM funnel in computers & software Bas e = s ector s were rotate d, about 380 respondents per sector %
55. Declared DM funnel in clothing and shoes Bas e = s ector s were rotate d, about 380 respondents per sector %
56. Declared DM funnel in banks and insurances Bas e = s ector s were rotate d, about 380 respondents per sector %
57. Declared DM funnel in tourism and spare time Bas e = s ector s were rotate d, about 380 respondents per sector %
58. Declared DM funnel in furnishing and decoration Bas e = s ector s were rotate d, about 380 respondents per sector %
59. Declared DM funnel in audio, video & photo Bas e = s ector s were rotate d, about 380 respondents per sector %
60. Declared DM funnel in beauty Bas e = s ector s were rotate d, about 380 respondents per sector %
Editor's Notes
= watches at least at one of the commercial networks regularly (VTM, VT4, Kanaal 2 or VijfTV) = person who has read a magazine in which the print was been published (Dag Allemaal, Story, Plus, or Libelle)