Advertising in the mailbox - unnoticed and unread?
In a market research study, the Zurich-based agency Management Tools examined the benefits of mailbox advertising. Research results of the study show that such direct mails are currently little oriented to the needs of readers.
Due to vacation absences, mailboxes are often left empty during the vacations, and advertising flyers remain unread. In a market research study, the Zurich-based agency Management Tools examined the benefits of mailbox advertising. Research results of the study show that such direct mails are currently little oriented to the needs of readers.
Only a high level of professionalism and a stronger focus on the needs of recipients can bring about the turnaround at the mailbox, writes the agency. The flood of offers does not entice the Swiss. Around 48 percent of those surveyed in personal interviews pay no attention to daily advertising. Advertising mailings end up directly in the waste paper. Another 20 percent of respondents read the
addressed direct mail rarely. Only 22 percent of occasional readers
and 11 percent frequent readers, the advertisers do not record any wastage.
Looking at the purchases generated, just 12 percent say they repeatedly buy items from the mailbox advertising. For a further 16 percent, the advertising must
contain a particularly favorable promotion. As a precaution, 52 percent of respondents therefore protect themselves from unwanted advertising - by using the stop-advertising sticker. .
In principle, Swiss Post may only distribute unaddressed advertising mailings in letterboxes without these stickers. Official mailings from state authorities as well as official gazettes and political mailings are an exception. However, mailings with appeals for donations from certified fundraisers also find their way past the stop stickers.
The interviews were conducted with German-speaking men and women in Zurich.
Only a high level of professionalism and a stronger focus on the needs of recipients can bring about the turnaround at the mailbox, writes the agency. The flood of offers does not entice the Swiss. Around 48 percent of those surveyed in personal interviews pay no attention to daily advertising. Advertising mailings end up directly in the waste paper. Another 20 percent of respondents read the
addressed direct mail rarely. Only 22 percent of occasional readers
and 11 percent frequent readers, the advertisers do not record any wastage.
Looking at the purchases generated, just 12 percent say they repeatedly buy items from the mailbox advertising. For a further 16 percent, the advertising must
contain a particularly favorable promotion. As a precaution, 52 percent of respondents therefore protect themselves from unwanted advertising - by using the stop-advertising sticker. .
In principle, Swiss Post may only distribute unaddressed advertising mailings in letterboxes without these stickers. Official mailings from state authorities as well as official gazettes and political mailings are an exception. However, mailings with appeals for donations from certified fundraisers also find their way past the stop stickers.
The interviews were conducted with German-speaking men and women in Zurich.
