Direct mail not only arrives in letterboxes
According to a study by Publitest, which was conducted in three phases on behalf of Swissdirectmail (SDM), the effectiveness of unaddressed direct mail was closely examined.
According to a study conducted by Publitest on behalf of Swissdirectmail (SDM) in three waves, the performance of unaddressed direct mail was scrutinized. On the one hand, the delivery quality and, on the other, the advertising impact of scattered mailings were examined. An exclusive and demographically representative panel of 1,250 private households in German- and French-speaking Switzerland in areas served by SDM was set up for the extensive study, consisting exclusively of households without stop-advertising stickers. Only mailings of at least 100,000 copies were included in the measurement so that at least 50 observations could be made from a population of 2.1 million. The respective distribution area was taken into account for each measurement. The people who agreed to take part in the survey had to identify the advertising mailings and answer additional questions about the impact of the advertising.
The predominantly national or national unaddressed direct mail campaigns examined showed a reachability rate of 95.3 percent with a maximum margin of error of 1.2 percent. According to the study, letterbox advertising not only reaches a large proportion of consumers, it is also consciously perceived. According to the Publitest results, 77.4 percent of mailings were looked at more closely in the test, which took place in April, August and November 2005. The study went on to say that the results achieved were comparable to the top results of advertisements in newspapers and magazines. 52.1 percent of respondents also stated that they had been interested in the direct advertising and that they had learned interesting information or news from it.
However, it remains questionable whether direct advertising would achieve such high attention levels if consumers were not specifically made aware of the direct advertising through an ongoing study in which they have to complete and return a questionnaire.
The predominantly national or national unaddressed direct mail campaigns examined showed a reachability rate of 95.3 percent with a maximum margin of error of 1.2 percent. According to the study, letterbox advertising not only reaches a large proportion of consumers, it is also consciously perceived. According to the Publitest results, 77.4 percent of mailings were looked at more closely in the test, which took place in April, August and November 2005. The study went on to say that the results achieved were comparable to the top results of advertisements in newspapers and magazines. 52.1 percent of respondents also stated that they had been interested in the direct advertising and that they had learned interesting information or news from it.
However, it remains questionable whether direct advertising would achieve such high attention levels if consumers were not specifically made aware of the direct advertising through an ongoing study in which they have to complete and return a questionnaire.
