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.

E-mail

Direct Mail

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