Keep in Touch – Quarterly Newsletter of SingPost – Oct – Dec 2007
Keep in Touch – Quarterly Newsletter of SingPost – Oct – Dec 2007
Read MoreTag: Direct Marketing
Direct Marketing Services – Industry Profile
The direct marketing services industry includes about 3,700 companies with combined annual revenue of over USD 11 billion. Major companies include Harte-Hanks, InfoUSA, RR Donnelley & Sons, and Acxiom. The industry is relatively fragmented: the 50 largest firms account for 46 percent of industry revenue.
Read MoreFEDMA celebrates ten years
FEDMA celebrated yesterday its 10 year anniversary: 10 years of innovation, continued growth, change and development in the direct and interactive marketing industry.
More than 80 high-level representatives from the European Parliament, the European Commission, national direct marketing associations and members attended the cocktail event hosted by FEDMA and supported by Reader’s Digest, Swiss Post International and DHL Global Mail to mark this date.
FEDMA, the Federation of European Direct & Interactive Marketing, was created in 1997 as a result of the merger between EDMA (est. 1976) and FEDIM (est. 1992) and is the single voice of the European direct marketing industry.
“FEDMA has become the voice and driving force of European direct marketing in the past ten years. Using its expertise and comprehensive know-how, FEDMA makes a strong contribution to the further development of the growth industry of direct marketing. Global Mail thanks the dedicated FEDMA team for the valuable support and looks forward to many years of continued cooperation,” said Jürgen Höfling, CEO DHL Global Mail.
FEDMA represents the Direct Marketing sector in all its forms. Its objective is to protect and promote the European direct and interactive marketing sector by creating, through representation, self-regulation and information, acceptance of and confidence in direct and interactive marketing within a healthy commercial and legislative environment in which the sector can profitably operate and develop.
Its national members are direct marketing associations (DMAs) representing users, service providers and media/carriers of direct marketing. In addition to its direct Corporate, Corporate Associate and Company Members, FEDMA represents nearly 10,000 companies through its 27 national DMA members.
The direct marketing sector represents an annual expenditure of over 100 billion euro and employs over 2 million people directly, and many more indirectly, within the EU.
Read MoreDirect Mail boosts online commerce
Online retailers and marketers gearing up now for the holiday season need to consider two pieces of research from comScore that show important consumer shopping and shipping habits.
According to the “2007 Multi-Channel Direct Mail Study,” direct-mail recipients were nearly twice as likely to purchase from a retail website as those who received only an Internet communication. And when the mail piece was a catalog, the results were even better — influencing more than two-thirds of shoppers to visit the site. That traffic created a 163 percent increase in sales over those who did not receive a catalog.
Catalog recipients typically buy more items (4.1 compared to 3.2) and spend more money (USD 88 compared to USD 69), the study showed.
That same research showed that catalogs jumpstart holiday shopping. In November, catalog recipients were significantly more likely than non-catalog recipients to have shopped online for holiday gifts.
Consumers were equally clear in wanting a choice on how to receive their online orders. “Package Delivery Research” found that 63 percent of online shoppers want an option to select the delivery company for their packages. A retailer’s favorability improves with the option to choose. Six out of 10 shoppers said they have a better opinion of companies if they could always select their preferred delivery company.
About 28 percent of business owners and 12 percent of consumers who shop online do not buy from companies that don’t offer a choice. Almost half of consumers who selected a delivery company chose the U.S. Postal Service (46 percent), according to the research.
Read MoreHousehold advertising “Einkaufaktuell” in three more regions
Einkaufaktuell* is continuing to expand: The Deutsche Post medium for bundled household advertising will also be available from September 15 in the Stuttgart, Münster/Osnabrück and East-Westphalia regions. In Stuttgart up to 725,000 households will be able to receive Einkaufaktuell. Together with the Karlsruhe distribution area the number of households covered will rise to more than one million in the north of Baden-Württemberg. In the Münster/Osnabrück region Einkaufaktuell will reach up to 654,000 households. The East-Westphalia distribution area includes the region around Bielefeld and Paderborn where up to 644,000 households will be able receive Einkaufaktuell. Across all 16 distribution areas in Germany the total number of households reached each week will therefore stand at up to 17, 3 million.
Einkaufaktuell offers consumers in the selected distribution areas a mixture of useful shopping tips and a weekly TV program guide. With this medium Deutsche Post offers business customers a form of advertising that combines inserts with magazine advertising. Several inserts are included within a TV guide which acts as the carrier medium, providing an interesting mix between regional household advertising and a TV program guide. Companies have the option of whether to place advertisements across the entire distribution area or whether to target individual regional issues. Inserts can be used across the entire distribution area or in selected target areas with a minimum circulation of 30,000.
Read MorePost & Parcel Magazine
Post & Parcel Magazine is our print publication, released 3 times a year. Packed with original content and thought-provoking features, Post & Parcel Magazine is a must-read for those who want the inside track on the industry.