Direct Mail is best suited to reinforce Price, Trust Relation and Product messages

10Q4.3. : Could you tell us if you are agree with the following affirmations (by media)Q3.5a : How important were the following criteria when choosing your brand for your last purchase?

Channel relevance by purchase criteria

PRICE (79%)

TRUST (78%)

RELATION (65%)

PRODUCT (65%)ACCESS (49%)

INNOVATION (33%)

STATUS (23%)

Mass

email

Direct Mail

(%) : Criteria importance for purchase

5%

10%

25%

*Mass: TV, Mags & Newspapers, OOH, radio, Internet banners

Direct mail adds brand intimacy in your plan, as strong as a human contact in store …

11

… makes me feel connected with the brand

Q4.3. : Could you tell us if you are agree with the following affirmations (by media)

PUSH MEDIA*

8%

DIRECT MAIL

24%

X3

CONTACT IN STORE

26%

=

*Push: TV, Mags & Newspapers, OOH, radio, Internet banners, email

Advertising mail remains the most effective push channel to activate purchase

12Q4.3. : Could you tell us if you are agree with the following affirmations (by media)

… encourages to buy

Direct mail

Door-to-door

Ad on television

Press articles

Ad in a magazine or newspaper

E-mail advertising

Ad on a poster / billboard

Ad on the radio

Banner / ad on the internet

Word-of-mouth

Contact in store

Website of a brand

A fair

Review website

Social media

Forum or blog

12%

11%

8%

8%

7%

6%

6%

5%

3%

17%

16%

13%

10%

9%

5%

5%

The letterbox medium is particularly well accepted

13Q4.3. : Could you tell us if you are agree with the following affirmations (by media)

39%

35%

27%

23%

… this media irritates me

E-MAIL MASS MEDIA D-2-D DM

E-mail : waste and irritation are rising

£6,3 bnUk digital

advertising 2013

70%Say ‘ i

receive too many emails’

51%of emails are

deleted within 2 seconds

Mail and e-mail are complementary

Mail

Grabs attention

considered and

informative

Makes recipient

feel valuated

Gives a better

impression

E-Mail

Quick Informal

Easy to respond to

Good for follow-up

add mail to the e-mail and a new group of customers starts to take action

13 % More

consumers visit the website

21 %More

consumers make a

purchase35

%More

consumers redeemed coupons

Campaigns including mail are more effective ( research by Peter Field via IPA database)

Supercharge your digital campaign with direct mail

Supercharge your digital campaign with direct mail

What if Marx would have been a marketer of the 21th century...