2. Promote cross-selling funds to people without
OBJECTIVES a share account
TARGET Lookalikes of current investors
A) E-mail
HOW B) Direct Mail
Difference in A) E-mail
LEARNINGS READERSHIP IMPACT B) Direct Mail
METHODOLOGY 300 interviews
E-mail only: 150, Direct Mail only: 150
FINANCIAL CASE 2012
DIRECT MARKETING CAMPAIGN
1
3. Spontaneous brand awareness (index)
Direct Mail generates a
E-mail 100 +120%
much better spontaneous
brand awareness than
e-mail
Direct Mail 220
IMPACT ON BRAND AWARENESS
FINANCIAL CASE 2012
DIRECT MARKETING CAMPAIGN % of respondents (n=300) = 100% of the respondents
4. % Correct message recall
Direct Mail receivers did
E-mail 38% +81% better recall the message
than e-mail readers
Direct Mail 69%
% CORRECT MESSAGE RECALL
FINANCIAL CASE 2012
DIRECT MARKETING CAMPAIGN Based on those who read DM or E-mail
5. % Recipients that have seen ads
in other media (TV, radio,…) for this brand.
Direct Mail enhances
E-mail 33% +60% afterwards the attention
for other media messages
Direct Mail 53%
HIGHER ATTENTION LEVEL
FINANCIAL CASE 2012
DIRECT MARKETING CAMPAIGN % of respondents (n=300) = 100% of the respondents
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