Direct Mailing Market Sweden

Transcription

1 deutsch ı english Direct Mailing Market Sweden Table of Contents 1. Direct Mailing Market Sweden 1.1. Profile Useful to know Letter specifications 3 2. Address market Postal addresses addresses Purge lists Conditions Data protection Data protection principles 8 3. Checklist 9

2 1. Direct Mailing Market Sweden 1.1. Profile Market shares of communication tools (Total: EUR 3.4 billion) 3% 2% 0% 12% Direct advertising TV 30% 19% Press Online Outdoor advertising (billboard advertising, transport advertising, etc.) Radio 34% Cinema Source: IRM (2013) A total of billion kroner (approx. 3.4 billion euros) were invested in advertising in 2013, of which 3.75 billion kroner (approx. 406 million euros) were invested in direct marketing. This represents a decline in direct marketing of -2.4 % from Print remains on top and accounts for 34 % of total investment. However, advertising expenditure for online marketing has increased significantly to a 30 % share in 2013, which represents an increase of 13.4 % over the previous year. TV advertising remains in third place with a share of 19 % (no change to the previous year). Sweden was the only Scandinavian country to report rising advertising expenditure in the first half of This represents a rise of +2.1 % in the local currency compared to the first six months of In 2013, Sweden had the world's fourth highest advertising expenditure per-capita, behind Norway, Australia and the USA. A total of 2,123 million personalised advertising texts were sent in Sweden in Every household received 462 addressed advertising mailings, 233 addressed mailings per resident. The official language is Swedish. Some minority languages, such as Finnish and Sami, are also recognised by the government. 80 % of the population also speak English, as many TV programs are broadcast in English. As a result, B2B mailings can also be written in English, although a version in the native language is always preferred. 1 1 Source: IRM, CIA Worldfactbook, IAG Direct Mailing Market Sweden /9

3 1.2. Useful to know Swedes are usually open to receiving new offers - in marketing terminology they belong to the so-called early adopters. With regard to design, salutation and the content of mailings, the Swedish are not as demanding as other European countries. Here, sample products play an important role. According to a survey conducted by TNS Infratest/MRSC, 25 % of respondents were interested in sample products. The way of addressing people in Sweden tends to be informal. Although it would be technically correct to write Bästa Per Knudson, (Dear Mr Knudson), this is far too formal and outdated. Therefore, senders choose to use people's first names, if they are known to the sender, even in B2B. Hej Per, (Hello Per) or simply Hej (Hello) if no specific contact person is known. If the address is not personalised, it is also common to use people's job titles in the salutation, for example Till Marknadschefen, (Dear Head of Marketing). Using titles is not common in Sweden. In terms of data protection and competition law, Sweden is quite liberal. It is, however, not permitted to start prize draws. The Swedish Direct Marketing Association (SWEDMA) manages a Robinson list with about 100,900 registered names. It is required by law to check the list every three months or directly before the start of a campaign. It is obligatory for all users to refer to the Robinson list. Address inventories are automatically cleaned up by a lot of processing companies, and therefore, when renting third-party addresses, the supplied file is usually clean. If rented data is used the source of the data must be specified in the mailing. Costs are usually settled on the basis of the gross delivery quantity. Discounts and price reductions are granted upon submission of an official report. More and more private individuals in Sweden buy from home. The share of people buying goods on a monthly basis amounted to 28 % in The reasons given for buying from home are above all convenience and time-saving, at 50 %. Only 22 % mention price and 22 % state they have a wider and better range of offers when purchasing by mail order. The most popular items are clothing and electronic devices. A much larger proportion of people in comparison to elsewhere in Scandinavia orders books by mail order. In Sweden people like to buy products from their own country online. The share of people buying goods online every month from abroad is only 2 %. Offers should be communicated in the local currency (krona). In B2B, offers in English are also accepted Letter specifications Positioning the recipient s address: Top right Salutation in address: A salutation is generally not included in the address. Place and date: The date is always aligned on the left, one or two lines below the address, and is either written in an abbreviated form (e.g ), or in full (Stockholm den 20 januari 2012). Salutation in accompanying letter: A personalised salutation such as Hej Max is typically used in Sweden. A formal salutation such as Dear Sir or Madam does not exist in Swedish. 2 Source: Direct Success GmbH, Direct Link Online trading in Scandinavia 2011 Direct Mailing Market Sweden /9

4 Impersonalised letters in B2C use the Hej greeting. In B2B, or if no concrete contact person is known, the person's function is used, e.g. Till Marknadschefen. The salutation is followed by a comma. First letter of the text: The first letter is written in upper case. Closing the letter: The typical complimentary close in Sweden is Med vänliga hälsninga. Titles Most commonly-used titles Prof. Dr. Salutation in address Prof Anderson Dr Anderson Titles are rarely used in Sweden. What to write if the contact person is not known Salutation in address Attn. Head of Marketing Attn. Head of Finance Attn. Head of Logistics Marknadschef Ekonomichef Logistikchef Direct Mailing Market Sweden /9

5 2. Address market Sweden is a very interesting country for direct marketing. While business addresses are available from various sources, there is essentially a single major source that covers all private addresses: the "SPAR" database, which is updated by information provided by the central registry office. However, over the past few years several new and interesting databases with private addresses and more varied selection criteria have been set up. Data protection legislation in Sweden is rigorous but quite pragmatic Postal addresses Databases The large providers predominantly market the following addresses: million private addresses approx. 1.1 million business addresses The leading provider in Sweden is Bisnode, which became the market leader in Sweden by acquiring 14 different service providers (such as DirektMedia, InfoData, PAR and Teleadresss). Other providers include Dun & Bradstreet (Bisnode Group partner) and Data Dia. A lifestyle database with about 1 million addresses, which can be selected based on various criteria and 24 areas of interest, is now offered by Bisnode. In the business address sector there are a number of universal databases as well as a special database with IT information provided by Data Dia and IDG. B2C addresses can usually be selected by gender, region, age, income, type of housing or marital status. Business address databases are broken down by industry (NACE codes), number of employees, turnover, decision-makers, etc. List broking There are about 120 B2C and 50 B2B response lists in Sweden. These are mainly addresses of mail-order purchasers, subscribers and club members. The selection criteria available in B2C are topicality, a distinction between actual buyers and potential buyers, gender and geographical criteria. Business addresses are generally broken down by industry, number of employees, turnover, decision-makers, etc. As a rule, addresses are not rented to competitors addresses The major providers of addresses market: 1 to 5 million private addresses approx. 100,000 business addresses The usual selection options are age, gender, interests, etc. Business addresses can generally be selected by industry, number of employees and decision-makers. Direct Mailing Market Sweden /9

6 In Sweden, addresses remain with the list owner, who organises the sending of the campaign s. The provision of an opt-out reference in the footer enabling the recipient to forbid the sending of further s is mandatory. This must always be respected by the list owner Purge lists The supply of purge data in Sweden is generally good. The Robinson list is referred to as the NIX and is divided into two categories: people who reject written advertising (NIX-ADDRESS with approximately 121,600 entries) and people who reject telemarketing (NIX-TELEPHONE with about 1.9 million entries). Addresses are usually compared with this list before marketing. The use of the Robinson list is prescribed by law for every DM operator. Both lists are managed by the Swedish Direct Marketing Association (SWEDMA). A database with relocation addresses is also available from the Swedish postal service (approx. 1.3 million relocations every year) and a public register with addresses of deceased person (approx. 100,000 new entries every year). Addresses of payment defaulters are also provided for example, the Bisnode database contains around 5 million records in total for B2B and B2C. Reference file usage is usually charged according to the number of matches found Conditions Company addresses What Databases List broking ing Address prices in EUR/thousands Minimum charging rate 100 % 100 % 100 % Minimum order EUR 500 5,000 addresses EUR Return rate 1 2 % 1 2 % 5 10 % Private addresses What Databases List broking ing Address prices in EUR/thousands Minimum charging rate 100 % 100 % 100 % Minimum order EUR 700 1,500 10,000 addresses EUR 1,500 3,000 Return rate 3 % 3 % 5 10 % 2.5. Data protection The Swedish data protection act was introduced in It is closely based on the EU directive, with only a few discrepancies. The recipient of Direct Mail must be informed of the planned use when their address is recorded. They can view their personal data, correct it and also refuse permission for it to be used for advertising purposes. Direct Mailing Market Sweden /9

7 Principles B2B Existing customers Mailing ing Telesales SMS Opt-in principle x Opt-out principle x x x Use of the Robinson list compulsory No No No No Printing of address source compulsory No No No No New customers Mailing ing Telesales SMS Opt-in principle x x Opt-out principle x x Use of the Robinson list compulsory No No No No Printing of address source compulsory No No No No In Sweden, the recipient's consent (opt-in) is only required for customer acquisition by . Advertising to existing and new customers by post, fax or telephone is generally possible without prior consent. A link for deregistration must be included in advertising. Principles B2C Existing customers Mailing ing Telesales SMS Opt-in principle x x Opt-out principle x x Use of the Robinson list compulsory Yes No Yes No Printing of address source compulsory No No No No New customers Mailing ing Telesales SMS Opt-in principle x x Opt-out principle x x Use of the Robinson list compulsory Yes No Yes No Printing of address source compulsory Yes No No No Advertising to existing and new customers by post and telephone without prior consent is generally possible. However, use of the Robinson list is mandatory. The recipient's consent (opt-in) is required if advertising is sent to existing and new customers by fax, SMS and . Direct Mailing Market Sweden /9

8 2.6. Data protection principles Data protection Act The Personal Data Act Unfair Competition Act Svensk författningssamling (SFS) Commercial Law Marknadsföringslagen (1995:450). (2008:486) Direct Mailing Market Sweden /9

9 3. Checklist The following points are decisive for a successful mailing campaign: General information Is the dispatch period during a holiday period or on a public holiday? Have the texts been translated by Swedish native speakers and checked by an agency? Is the reference to data protection correct? Is the validity period of the offer included in the advertising? Format and weight Does the mailing format comply with bulk mailing regulations? Is the weight within the normal range or will additional costs be incurred? Address Is the address structure correct? Is the salutation in the address correct? Envelope layout Should the postage paid impression identify the sender as a Swiss or Swedish company, or should it be neutral and suitable for different countries? Would it be beneficial if the postage paid impression included a picture, logo or visual? Have you remembered to include the sender's address? Do format and positioning of the window comply with the applicable regulations? Have the sender's details been printed in the sender zone or on the back of the envelope? Layout of accompanying letter Is the date in the correct format? Is the salutation correct? Are the sender's telephone and fax numbers correct? Are any costs for the telephone or fax response given, or is it a freephone number? Response element Is the response element of the local postal service used so that the mailings can be collected in Sweden? If so, has an account been opened to receive them? Is the global response element used so that responses can be collected outside Sweden? If so, has an account been opened to receive them? Is the address for the response included? Are the hours of the customer telephone service stated? Dispatch preparations Does the dispatch type suit the required delivery date? Will the mailings be pre-sorted in order to benefit from postage discounts? Do the mailings comply with the delivery specifications of the Swedish postal service? 3 3 Source: Direct Success GmbH Direct Mailing Market Sweden /9