The Kronen Zeitung Case
Kronen Zeitung is the daily with the highest reach in Austria. To win back former subscribers, the daily carries out large-scale campaigns on a regular basis. Over the years, the results of these campaigns have continuously been improved.
Mailing format C4 or C5? Is there a difference in the response rate that justifies the increased costs?
Which effect has adding an e-mail newsletter to a direct mailing campaign? Does an enclosed response envelope or postcard translate into a higher response rate?
In addition to the standard addressees, 4 test groups were defined. They received the same content in different variations.
The goal was to identify savings potential and to test strategies to increase the response rate.
As a first step, using Address.Check, the addresses of former subscribers were checked to see if they were correct and up to date. The standard item was the tried and trusted C4 letter mailing with a cover letter and a folder.
Test group1: letter and folder in A-5 format in a more inexpensive C5 envelope.
Test group 2: 3-step option with pre-notification via e-mail, C4 letter mailing and e-mail reminder
Test group 3: 2-step option with pre-notification via postcard and C4 letter mailing
Test group 4: C4 letter mailing with additional response envelope
- Format = impact = response rate. Even though it was tempting to save over 12% on postage using the C5 option, the response rate was just 57%, which was below the result for the letter mailing in C4 format.
- E-mail & direct mail = this was the "winning team". The response rate was 37.5% higher than for the 3-step option compared to the standard option. The test groups with the response envelope and the pre-notification via postcard showed no significant deviations.
For Kronenzeitung, this means that quantification pays off. Using e-mail addresses for added communication options in addition to postal addresses is a great option.
DMVÖ – Dialog Marketing Verband Österreich