deutsch ı english Direct Mailing Market Norway Table of Contents 1. Direct Mailing Market in Norway 1.1. Profile 2 2 1.2. Useful to know 3 1.3. Letter specifications 3 2. Address market 5 2.1. Postal addresses 5 2.2. E-mail addresses 5 2.3. Purge lists 6 2.4. Conditions 6 2.5. Data protection 6 2.6. Data protection principles 8 3. Checklist 9
1. Direct Mailing Market in Norway 1.1. Profile Market shares of communication tools (Total: NOK 19.809 billion) 3% 3% 1% 0% 11% Direct mail TV Press 29% 19% Online Outdoor advertising (billboard advertising, transport advertising, etc.) Radio Cinema 34% Mailing lists Source: Media Norway (2013) NOK 19.809 billion (approximately EUR 2.3 billion) was invested in advertising in 2013. This made Norway the only Scandinavian country to enjoy positive growth in 2013 of 1.3 % over the previous year (in terms of national currency) along with the highest investment per capita in Scandinavia. The Norwegian advertising market did recover slightly after a decline of -0.6 % in 2012. Nevertheless, the IRM (Institute for Advertising & Media Statistics in Sweden) predicts a slight drop in spend in 2014. Press, Internet and TV are the three largest advertising media with 30 %, 29 % and 19 % shares respectively of total advertising investment in 2013. Only NOK 2.1 billion (approximately EUR 24 million) was invested in direct marketing in 2013 amounting to barely 11 % of advertising spend. This downward trend has been ongoing for years. While total expenditure on advertising increased by almost 12 % between 2009 and 2013, investments in direct marketing using print media fell by around 8 % over the same period. And yet companies are spending ever higher sums on online marketing. Last year alone saw this budget rise by 18 %. Norwegians receive around 300 unaddressed mailshots each per year. No numbers are published regarding addressed direct mail. Norway s official language is Norwegian. The written language has two variants: around 85 90 % of citizens use Bokmål (literally book language ) and around 10 15 % use Nynorsk ( New Norwegian ). This has been the country s second official written language since 1885. It was formed on the basis of dialects in the western part of the country and today is mainly used on the west coast, in the fjord regions and in parts of the Telemark. Certain minorities speak Finnish and Sami. Most of the population have a good command of English, as it is one of the compulsory languages taught at school. 1 1 Source: Media Norway, IRM, CIA Worldfactbook Direct Mailing Market Norway 2015 2/9
1.2. Useful to know Promotional gifts are generally popular and the choice depends on the target group; for example, is the give-away meant for children, women or families? Also product samples work very well the more the sample reminds people of the actual product or service, the higher the response. Campaigns which integrate the target group are well accepted; social media are increasingly favoured and their use more clearly directed. Competitions, questionnaires, quizzes and tests also are promising methods used in direct marketing. According to Norwegian law, if competitions are organised then a winner must be able to be shown. For Norwegian companies and private consumers new does not necessarily mean better. It is quality and brand loyalty which are decisive. The price tends to play a secondary role. Empty promises meet strong disapproval in Norway, and that is why it is vital for providers to keep their advertising promises. Mailshots also must be in keeping with the quality awareness. Daily newspapers are very popular in Norway and also are used in direct marketing for the placing of advertisements and enclosures. Norwegians like buying online. The age group 30 to 49 shops with particular intensity. In 2010 four out of ten consumers in this age group ordered goods from mail order firms at least once a month. The most important motives of mail order customers in Norway are convenience and time saving (47 %); only 26 % named more favourable prices and 25 % a larger and better range. 2 1.3. Letter specifications Positioning the recipient s address: Top left. The company logo goes above it. Salutation in the address: It is not customary to have a salutation in the address, nor is it forbidden. Place and date: The date is to the right above the text. A town/city (place) is not given. Salutation in the accompanying letter: As a rule there is no salutation in the letter. First letter in the body of the text: The first letter is written with a capital letter. Closing the letter: The usual complimentary close is Med vennlig hilsen and can always be used. The signature and the function of the person signing the letter comes below the complimentary close. 2 Source: Direct Success GmbH, Direct Link Online trading in Scandinavia 2011 Direct Mailing Market Norway 2015 3/9
Titles Titles are not used in Norway. Mr/Mrs may appear in the address field, but never in the salutation in the body of the letter. Wording if the contact is not known Salutation in address Salutation in accompanying letter Attn. Head of Marketing Markedsdirektør Markedssjef, markedsansvarlig Attn. Head of Finance Finansdirektør Økonomidirektør Attn. Head of Logistics Logistikksjef Logistikkansvarlig Direct Mailing Market Norway 2015 4/9
2. Address market Norway is classed as a well-developed market with only a limited number of address providers. As a rule they offer a wide range of addresses and additional services connected with direct marketing. In addition to databases of business and private addresses that cover the market, some companies also offer response lists. 2.1. Postal addresses Databases The major database owners typically market the following potentials: 3.4 5 million private addresses 450,000 business addresses At present neither lifestyle databases nor B2B specialist databases are available. B2C data can be selected according to age, gender, region, income, marital status, type of housing, etc. The major owners of business address databases offer selections according to industry (NACE codes), number of employees, turnover, regional criteria and decision-makers. List broking Norway has 130 B2C response lists. These are mainly addresses of mail order buyers, subscribers and book club members. Popular selection criteria are buyers and prospective buyers, current information and gender. The B2B offering is much reduced: only around 10 lists are marketed officially. However, exchange agreements are often made among individual list owners. 2.2. E-mail addresses The major providers of e-mail addresses market: around 500,000 private addresses around 130,000 business addresses Typical selection options include age, gender, interests, etc. Business e-mail addresses are usually selected according to industry, number of employees and function. E-mail addresses remain in the hands of the list owner in Norway, who organises the sending of the e-mail campaign. Each footer of the e-mail is required to contain information on how to opt out, which means the recipient can reject further e-mails. The address owner is obliged to respect the opt-out. Direct Mailing Market Norway 2015 5/9
2.3. Purge lists The following purge lists are available in Norway: Mail Preference Service and Telephone Preference Service: This Robinson list, known as the central Marketing Exclusion Register, is for advertising by post and telephone and is managed by the government body Brønnøysundregistrene. Checking against the Robinson list is mandatory for B2C acquisition campaigns in Norway. We can assume that using this reference file can also drastically reduce the volume of mailings, as the 2013 list already includes 1.17 million people who have objected to advertising mail and 2.06 million people who have objected to telephone marketing. There are overlaps between the two lists since many people object to advertising by mail and by phone. Around 670,000 people move home each year in Norway, which is almost 1 in 7 citizens. Both Bisnode Norway and the Norwegian postal service market these relocation addresses. Bisnode also offers B2B and B2C addresses with negative credit ratings. These services are usually invoiced according to the number of hits. 2.4. Conditions Company addresses What Databases List broking E-mailing Address prices in EUR/thousands 160 500 125 250 50 200 Minimum charging rate * * 100 % Minimum order EUR 500 5,000 addresses EUR 300 750 Return rate 1 2 % 1 2 % 5 10 % Private addresses What Databases List broking E-mailing Address prices in EUR/thousands 70 280 125 250 30 120 Minimum charging rate * * 100 % Minimum order EUR 1,800 5,000 10,000 addresses EUR 1.500 3,000 Return rate 3 5 % 3 5 % 5 10 % * Minimum invoicing rates are calculated from case to case. Depending on the provider, all variations are possible, from invoicing the delivery quantity to net invoicing for the items used. 2.5. Data protection The Personal Data Act from 2000 provides the framework for data protection in Norway. According to this act, every person must be informed about the collection and use of their data. As per the EU Directive, all consumers have the right of access to and the correction or deletion of the information held on them. All users are legally obliged to check with the Robinson list, but Direct Mailing Market Norway 2015 6/9
otherwise Norwegian data protection legislation is actually extremely pragmatic. As well as the Robinson lists previously mentioned, any consumer can request a No thank you sticker from the postal service. Stickers can be affixed to the letterbox in order to block unaddressed advertising. Principles B2B Existing customers Mailing E-mailing 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 E-mailing Telesales SMS Opt-in principle x x Opt-out principle x x Use of the Robinson list compulsory * No * No Printing of address source compulsory Yes No No No * Use of the Robinson list is recommended but not compulsory for B2B companies (entries only cover private individuals). In principle, in Norway, consent from the recipient is only required (opt-in) if advertising is sent to existing customers by fax and to new customers by fax and e-mail. Existing customers may be contacted by e-mail to advertise similar products by the same company. Advertising addressed to existing customers or for the purposes of acquiring new customers by post and telephone is generally possible without prior consent. The Robinson list is recommended for acquisition by mail or phone. Existing customers may be contacted by mail and telephone, provided they do not object. The address source must be printed on all mailings so that recipients can establish the origin of the address quickly and easily. Principles B2C Existing customers Mailing E-mailing 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 New customers Mailing E-mailing 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 Generally speaking in Norway, consent from the recipient is only required (opt-in) if advertising is sent to existing customers by fax and to new customers by fax and e-mail. Advertising addressed to existing customers, or for the purposes of acquiring new customers, by post and telephone is generally possible without prior consent. Use of the Robinson list is compulsory for acquisition by mail or phone. Existing customers may be contacted by mail and telephone, provided they do not object. Direct Mailing Market Norway 2015 7/9
The address source must be printed on all mailings so that recipients can establish the origin of the address quickly and easily. The law prohibits telemarketing to consumers on Sundays and public holidays. Members of the Norwegian direct marketing association also undertake to only make calls Monday to Friday between the hours of 9 a.m. and 9 p.m. and on Saturdays until 6 p.m. 2.6. Data protection principles Data protection law Act of 14 April 2000 No. 31 relating to the processing of personal data www.datatilsynet.no/english/regulations/personal-data-act Law on unfair competition Lov om konkurranse mellom foretak og kontroll med foretakssammenslutninger (konkurranseloven). lovdata.no/dokument/nl/lov Direct Mailing Market Norway 2015 8/9
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 Norwegian 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? Has the address source been indicated? Format and weight Does the mailing format comply with the bulk mailing regulations? Is the weight within the normal range or will additional costs be incurred? Address Is the address structure correct? Has a recommended font been used? Has the salutation been omitted, since such is not customary in Norway? Envelope layout Should the postage paid impression identify the sender as a Swiss or Norwegian 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 position of the window comply with the applicable regulations? 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 to be used so that the mailings can be collected in Norway? If so, has an account been opened to receive them? Is the global response element to be used so that responses can be collected outside Norway? 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 Norwegian postal service? 3 3 Source: Direct Success GmbH Direct Mailing Market Norway 2015 9/9