deutsch ı english Direct Mailing Market Spain Table of Contents 1. Direct Mailing Market in Spain 1.1. Profile 2 2 1.2. Useful to know 3 1.3. Letter specifications 4 2. Address market 2.1. Postal addresses 5 5 2.2. E-mail addresses 5 2.3. Purge files 6 2.4. Conditions 6 2.5. Data protection 7 2.6. Data protection principles 8 3. Checklist 9
1. Direct Mailing Market in Spain 1.1. Profile Market shares of communication tools (Total: EUR 10.5 billion) Addressed mailshots 24% 18% Unaddressed mailshots TV 0% 11% 4% 3% 9% 9% 6% 16% Press Online Outdoor advertisung (billboard advertising, transport advertising, etc.) Radio Telemarketing Catalogues Miscellaneous (direct marketing) Source: Infoadex (2014) In Spain, total advertising turnover amounted to 10.5 billion euros in 2013, which represents a fall of -3.7 % from the previous year. This trend was reflected across all media in 2013. Only the internet recorded growth in advertising expenditure of +1.8 %. More continues to be invested in direct marketing than in conventional media with a share of approx. 24 % of total advertising expenditure in Spain. The main traditional advertising media is print with 662.9 million euros and television with 1.703 billion euros, with no change from 2012. The main areas of focus in direct marketing are expenditure for addressed advertising texts (1.9 billion euros), for telemarketing (1.2 billion euros) and for unaddressed advertising texts (595 million euros). A total of 4,577 million personalised advertising texts were sent in Spain in 2012. Every household received 263 addressed advertising texts. Castilian is the official language in Spain, but other languages are also spoken and are sometimes recognised as official languages, so the use of the "right" language is particularly important for mailings. For example, mailings to Catalonia achieve much better results if they are written in Catalan. 1 1 Source: Constitución española (Spanish edition), Infoadex, Correos Direct Mailing Market Spain 2015 2/9
1.2. Useful to know Direct marketing campaigns are extremely efficient in Spain: according to a survey conducted by Correos, 69 % of private customers and 70 % of business customers have bought a product or a service that was promoted by direct marketing. Women and under 35-year-olds have a higher affinity towards direct marketing, and particularly towards personalised campaigns. The data protection regulations require that the source of the address must be stated in the mailing. This applies to the B2C and B2B sectors. The catalogue is the most popular offline medium. Both private as well as business customers pay more attention to catalogues than mailings. Catalogues are perceived to be serious and professional. They also improve the likelihood of a purchase being made and increase customer loyalty. Telemarketing and mobile marketing are perceived as being very intrusive and annoying by Spanish B2C and B2B customers. And yet current responses to telemarketing are good on average. Mobile marketing is not an efficient medium in the B2B sector, but it still achieves comparable results with telemarketing in the B2C sector. E-commerce sales have increased over the past two years. In November 2011 the increase was 26.9 %. The tourism industry is profiting most from this trend. Particularly in demand are high-quality technical devices such as digital cameras, MP4 players, home weather stations, e-book readers, watches, etc.) In Spain 51 % of all companies say that they use social media in communication and marketing. The three leading social networks are Facebook (95 %), Tuenti (37 %) and My Space (19 %). 92 % of Spanish social network users check their profile at least once a week. According to a survey by ecircle, 70 % of Spanish people subscribe to one or several newsletters. Any mobile phone-compatible e-mail version is a must: 38 % of Spaniards check their e-mails at least once a day on their mobile phones. A Robinson list is maintained in Spain (Lista Robinson), which contains 45,000 addresses. It is managed by the Federación de Comercio Electrónico y Márketing Directo (adigital). There is no law stipulating that lists should be maintained. Each type of promotional literature must specify where the data comes from. Spanish consumers greatly value brand policies. Particularly original and creative approaches in direct mailings are received well in Spain; a URL or microsite should be mentioned, as Spanish consumers like to obtain information about the product before they purchase. This is also how response rates can be improved. 2 2 Source: Correos, Direct Success GmbH, ecomm-marketing.com, ecircle European Social Media and E-Mail Marketing Study Direct Mailing Market Spain 2015 3/9
1.3. Letter specifications Positioning the sender's address: Aligned to the left or the right at the beginning of the page; name without title. Positioning the recipient s address: Left-aligned. Salutation in address: Male, formal: Sr. D. (Señor Don) or simply Sr. (Señor). Female, formal: Sra. Dña. (Señora Doña) or Sra. (Señora). Place and date: The date is written at the beginning of the letter and includes the day and the month followed by de. Example: Madrid, 11 de octubre de 2011 Salutation in accompanying letter: Left-aligned, and always followed by a colon. If you already know the person, the expression Estimado Señor Pérez: or Estimada Señora González: is used. If you do not know the person you are writing to: Muy señor mío: (informal: Estimado señor:) or Muy señora mía: (informal: Estimada señora:), and if the plural is required: Muy señores míos: (informal: Estimados señores:) very formal and non-personalized opening: De mi consideración: First letter of the text: The first letter is written in upper case. Closing the letter: Formal: A la espera de sus prontas noticias, le saluda atentamente, (We hope to hear from you soon, kind regards,). Le saluda atentamente, (With kind regards). Atentamente, (Yours,) Titles Most commonly-used titles Dr. Prof. Priester Ingenieur Salutation in address Doctor, doctora (Dr./Dra.) Profesor Reverendo, Rdo. Ingeniero, Ing. Wording when contact person not known Salutation in address Attn. Head of Marketing Attn. Head of Finance Attn. Head of Logistics A la atención de Director de marketing A la atención de jefe de Finanzas A la atención de jefe de Logística Direct Mailing Market Spain 2015 4/9
2. Address market The Spanish market has undergone a number of changes over the past few years. While there has not been a significant increase in the number of address providers in the past few years, the demand for well-maintained and qualified addresses has risen constantly. The B2B sector is particularly well-developed. The first data protection law in Spain was not introduced until 1992. It is complex and more restrictive than the EU directive in some areas, but it is now well established. 2.1. Postal addresses Databases The large providers predominantly market the following addresses: 9 million private addresses 2 to 4.5 million business addresses Leading providers in Spain are Axesor, Camerdata, DataCentric and Equifax. In the B2B sector, information from Camerdata (Spanish chamber of commerce) is considered a valuable starting point, even though it is collected locally and only made available in the central database after a considerable time lag. Business addresses can usually be selected according to industry, number of employees, decision-makers, turnover, region, etc. The following special databases are provided: SoHos and start-ups by DataCentric, Spain's major companies by Dun&Bradstreet, data of companies with VAT numbers and self-employed individuals by Camerdata. Lifestyle databases are not available. The B2C addresses are broken down by age, gender, interests, region, and sometimes by income and purchasing behaviour. List broking In addition to 50 lists containing private addresses, about 25 lists containing business addresses are available. These tend to be subscribers' addresses and sometimes mail-order purchasers. The selection options are fairly limited. In addition to selecting by region or gender, some address owners offer the option of selecting addresses by age or latest information. The situation with regard to business addresses is better: they can be selected according to existing/potential customers, contact person, region or number of employees. 2.2. E-mail addresses The major providers of e-mail addresses market: 16 million private addresses approx. 200,000 business addresses Both databases as well as lists (e.g. internet best-sellers, families, cars, managers, HR managers, self-employed individuals...) are provided in the e-mail sector. Typical selection options are age, gender, income, etc. E-mail addresses in the business sector are usually sorted according to industry, number of employees, decision-makers, size of the company, etc. Direct Mailing Market Spain 2015 5/9
In Spain, e-mail addresses remain with the list owner, who organises the sending of the campaign e-mails. The provision of an opt-out reference in the e-mail footer enabling the recipient to forbid the sending of further e-mails is mandatory. This must always be respected by the list owner. 2.3. Purge files The following purge files to clean address databases are currently available in Spain: 1) The Spanish association "La Asociación Española de la Economía Digital" (adigital) has replaced the original FECEMD association (Federación de Comercio Electrónico y Marketing Directo) and has maintained the Robinson list with about 230,000 B2C addresses since 2010. Comparison with the Robinson list is only mandatory for members of Adigital. 2) Datacentric also provides nixie (undeliverable) addresses and the addresses of deceased persons. 3) Relocators: no official file is available, as the postal service does not need to be informed when relocating in Spain. However, Datacentric, for example, uses an automatic check to identify relocators. But, the number of hits in the consumer sector are very low. 4) Confianza Online (Association for Online Advertising and E-Commerce) has been committed to transparency and trust in the online sector since 2003 and provides an official seal. 2.4. Conditions Company addresses What Databases List broking E-mailing Address prices in EUR/thousands 100 180 200 280 * Minimum charging rate 80 % 70 % 100 % Minimum order EUR 1,000 5,000 addresses * Return rate 5 % 5 % 5 10 % * Prices and minimum order values vary widely depending on the database/owner. Private addresses What Databases List broking E-mailing Address prices in EUR/thousands 100 250 250 350 20 150 Minimum charging rate 80 % 80 % 100 % Minimum order EUR 1,000 5,000 addresses EUR 1,500 3,000 Return rate 6 % 6 % 5 10 % Direct Mailing Market Spain 2015 6/9
2.5. Data protection B2B principles Existing customers Mailing E-mailing Telesales SMS Opt-in principle x Opt-out principle x ** x Use of the Robinson list compulsory No No No No Printing of address source compulsory Yes No No No ** A purchasing transaction relationship is all that is needed to use an e-mail address to promote your own products or services. 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 No No Printing of address source compulsory Yes No No No In principle, the recipient's consent, an opt-in, is required in Spain for new customer acquisition via fax, SMS and e-mail as well as for existing customer advertising via fax. Advertising to existing and new customers by post or telephone is generally possible without prior consent. The data protection regulations state that the source of the address must be included in the mailing. When data is collected the customer must be informed about the intended purpose of its use and their right to object. B2C principles 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 Printing of address source compulsory Yes 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 No Printing of address source compulsory Yes No No No * Comparison with the Robinson list is only compulsory for Adigital members. ** A purchasing transaction relationship is all that is needed to use an e-mail address to promote your own products or services. In principle, an opt-in is required in Spain for new customer acquisition via fax, SMS and e-mail as well as for existing customer advertising via fax. Advertising to existing and new customers by post or telephone is generally possible without prior consent. Comparison with the Robinson list is only compulsory for Adigital members. The data protection regulations state that the source of the address must be included in the mailing. Direct Mailing Market Spain 2015 7/9
When data is collected the customer must be informed about the intended purpose of its use and their right to object. The Spanish data protection act, Ley Orgánica 15/1999 de Protección de Datos de Carácter Personal, came into force on 14 January 2000. It ensures the protection of privacy of natural persons and regulates how personal data is processed. All databases containing personal information must be registered with the Registro General de Protección de Datos (RGPD). The purpose and intended use of the addresses must also be specified. Consumers have the right to access, correct and delete the information. 2.6. Data protection principles Data Protection Act LEY ORGÁNICA 15/1999, DE 13 DE DICIEMBRE, DE PROTECCIÓN DE DATOS DE CARÁCTER PERSONAL www.agpd.es/portalwebagpd/canaldocumentacion/legislacion/estatal/common/pdfs/ley-15_99.pdf Unfair Competition Act Real Decreto 261/2008, de 22 de febrero, por el que se aprueba el Reglamento de Defensa de la Competencia. www.boe.es/boe/dias/2008/02/27/pdfs/a11575-11604.pdf Direct Mailing Market Spain 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 national holiday? Have the texts been translated by Spanish native speakers and checked by an agency? Would it be worthwhile having the mailing translated into Catalan? Is the reference to data protection accurate? Is the validity period of the offer stated in the advertising? Is the source of the address given? Format and weight Does the mailing format comply with the regulations for bulk mail? Is the weight within the normal range or will additional costs be charged? Address Is the address structure correct? Has the address been written in one of the recommended fonts? Are the letters between 2 mm and a maximum of 8 mm in size? Envelope layout Should the postage paid impression identify the sender as a Swiss or Spanish company, or should it be neutral and applicable to different countries? Would it be beneficial if the postage paid impression included a picture, logo or visual image? Has the sender s address been included? Do format and positioning of the window comply with the applicable regulations? Is the envelope white or a light colour? Has the colour blue been avoided? Layout of the 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 stated, 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 Spain? 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 of Spain? 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 Spanish postal service? 3 3 Source: Direct Success GmbH, Correos Direct Mailing Market Spain 2015 9/9