10/26/2020, 10:30 a.m.
No time right now?
display
How much does the format of a print mailing influence its effect? This is what the 41 online shops that participated in the third CMC Dialogpost study wanted to know. The result: surprising!
20 percent discount on shoes? This is a strong offer that is impressive – it shouldn’t really matter which advertising medium it is communicated with. Or?
The shoe supplier Crickit, who sells Chelsea boots from its own production in its online shop, has investigated whether other print mailing formats work better than the maxi postcard that he had previously used. For this, Crickit 2020 at the CMC-Dialogpost-Studie participated, which was carried out for the third time by the Collaborative Marketing Club – CMC in cooperation with Deutsche Post. The focus this year was on comparing different print mailing formats.
The maxi postcard, the self-mailer – a folded and sealed mailing without an envelope – and the classic advertising letter were put to the test. The aim was to test whether the offer and the voucher value alone are decisive for a purchase, or perhaps also the advertising material as such. The 41 participating online shops divided their customers into three groups of the same size and sent them either a letter, a maxi postcard or a self-mailer in their respective look and feel. So the only difference was the format – as the Crickit example shows.
This is what the shoe supplier’s various advertising materials looked like. (Source: Deutsche Post)
–
11.61 euros turnover for every euro used
And indeed: the advertising material is important – even with a strong offer. On average for all study participants, the classic advertising letter achieved a 25 percent higher conversion rate than the other two formats: 5.7 percent CVR to 4.6 percent CVR each. At 84.20 euros, the average shopping cart was higher than for maxi postcards (81.60 euros) and self-mailers (78.90 euros). Also the return on advertising spend – in short RoAS – was significantly higher than the other two formats at 1,161 percent. In other words: for every euro used there was a turnover of 11.61 euros. With the maxi postcard it was 10.07 euros, with the self-mailer 8.18 euros. In direct comparison with its competitors, the sales letter wins the race. But why is it like that?
That is how much the return on advertising spend differed between the individual advertising media. (Source: Deutsche Post)
–
“The result surprised us,” admits Dirk Görtz, Vice President Dialog Marketing at Deutsche Post. In his opinion, one possible explanation is that the classic letter simply looks more valuable than the other formats. Especially if the envelope is not printed.
A letter looks more serious
“Non-designed or non-branded envelopes exude seriousness,” explains Christian Gabriel, Director of Creation at the Düsseldorf dialogue agency Jahns and Friends. “This leads to a high opening rate, especially in industries where trustworthiness is the key driver of success.” And Christian Hain, Managing Director of Collaborative Marketing Club – CMC, says: “What is particularly impressive is the fact that we are regardless of the industry, could measure the same tendency towards higher CVR of the letter. “
So: letter beats maxi postcard! At Crickit, too, they were surprised – and want to draw the appropriate conclusions. “So far we have used postcards, but the A / B / C test in the CMC Dialogpost Study 2020 with three different advertising media showed us significantly improved response values for classic letters,” says Michael Mouget, Managing Director of Crickit , together. “For us as a premium supplier of shoes, even nuances in the Deutsche Post dialogue marketing optimization of the conversion rate have a lasting impact.” Knowledge that is extremely valuable and will generate around 10,000 euros in sales in future Crickit mailings could care.
In the end, the advertising material plays a role in the success of a campaign, this is the conclusion of the CMC Dialogpost study. In other words: It is not just the price or voucher value that makes the music, but also the form of address.
You can find more information about the CMC Dialogpost Study 2020 at cmc-studie.de.
–
