Financial case dm or email
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19-Oct-2014 -
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Transcript of Financial case dm or email
INSIGHT
DIRECT MAIL OR E-MAILwhich medium catches the most your client’s attention? FINANCIAL CASE 2012
DIRECT MARKETING CAMPAIGN
2 2
Promote cross-selling funds to people without a share accountOBJECTIVES
Lookalikes of current investorsTARGET
300 interviews E-mail only: 150, Direct Mail only: 150METHODOLOGY
A) E-mail B) Direct MailHOW
LEARNINGS A) E-mailB) Direct Mail
Difference in READERSHIP IMPACT
FINANCIAL CASE 2012DIRECT MARKETING CAMPAIGN
E-mail 100
Direct Mail 220
FINANCIAL CASE 2012DIRECT MARKETING CAMPAIGN % of respondents (n=300) = 100% of the respondents
IMPACT ON BRAND AWARENESS
Spontaneous brand awareness (index)
Direct Mail generates a much better spontaneous brand awareness than e-mail
+120%
38%
69%
% CORRECT MESSAGE RECALL
Based on those who read DM or E-mailFINANCIAL CASE 2012DIRECT MARKETING CAMPAIGN
% Correct message recall
Direct Mail receivers did better recall the message than e-mail readers+81%E-mail
Direct Mail
33%
53%
HIGHER ATTENTION LEVEL
FINANCIAL CASE 2012DIRECT MARKETING CAMPAIGN % of respondents (n=300) = 100% of the respondents
+60%Direct Mail enhances afterwards the attention for other media messages
% Recipients that have seen adsin other media (TV, radio,…) for this brand.
Direct Mail
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