Kassel study: advertising letters effective even in the digital age

The study by Dr. Andreas Mann, Professor of Marketing, and Dr. Andrea Barkhof, a staff member at the Department of Marketing, examines the reasons why many people do not want to receive advertising letters. The result: In most cases, it is not just the obtrusiveness of the advertising. In addition, social norms play the decisive role. "Anyone who has a lot of advertising refusers in their neighborhood is very likely to be one themselves," says Prof. Dr. Mann. This is especially true in large cities and apartment buildings. The paper waste generated is perceived as particularly annoying. 41 percent of respondents said they were at least somewhat "annoyed" by paper disposal. Among environmentally conscious people, advertising refusers are more common.

In fact, most advertising letters sent are opened, according to the economist: "Despite often contrary perceptions, around 70 percent of all recipients - according to results from panel studies by market research institutes - open the advertising letters they receive." In certain industries, for example cosmetics, it is even over 90 percent. In contrast, the number of active advertising refusers is relatively low: "Only about 20 percent of all people actively oppose direct mail by placing stickers on their mailboxes. 2.2 percent are registered on the Robinson list." The Robinson list is a protective list with contact data of people who do not want to receive unsolicited advertising.

Advertising letters offer companies advantages even in the age of e-mail and social media. Compared to e-mails, they are considered a credible medium. Moreover, they do not necessarily have to be opened to be successful. "Even an unopened letter can send a message. A well-designed envelope with the sender's logo and slogan often leaves an impression," says Mann. "This is referred to as a ˏtouch successˊ. Especially in the digital age with overflowing information offers, physical contact is something special." Companies appreciate this: they spent 7.9 billion euros on advertising mail in Germany in 2016.

Prof. Dr. Mann explains what successful sales letters should have: "A good sales letter has a direct benefit for the recipient," says the marketing expert. "A coupon, for example, or a product sample are always good. Exclusive offers also go down well." How letters look and are designed is also important. "The design decides: What typeface do I use for my letter? What paper?" Heavy textured paper, for example, makes a positive impression. Graphics and images are also helpful, he said. Advertising, however, must above all offer new and relevant information, he said. "Advertisers should become more target group oriented," Mann says. "There's no point in sending car ads to people who don't have a driver's license." Visibly using recycled paper, for example, appeals to environmentally conscious people.

230 people from all over Germany took part in the study.

Title of the study: Mann, Andreas; Barkhof, Andrea: Direktwerbeverweigerung von Konsumenten: Conceptual considerations and empirical findings using the example of direct mail. In: Dialogmarketing Perspektiven 2017/2018 - Tagungsband 12. wissenschaftlicher interdisziplinärer Kongress für Dialogmarketing. Pp. 189-212.

Contact:
Prof. Dr. Andreas Mann
University of Kassel
Department of Economics
Tel.: +49 561 804-3215
E-mail: mann@wirtschaft.uni-kassel.de
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