Russian Consumers Appreciate Creative Mailings

18,500 consumers in 30 countries surveyed

For the study, the market researchers from TNS Infratest contracted by DHL Global Mail surveyed around 18,500 consumers in 30 countries about their attitudes toward dialog marketing and their purchasing habits. In addition to direct marketing and consumer trends, advertising companies also find detailed consumer profiles, which allow in-depth analysis of the particular target groups.

Along with the United Arab Emirates, Argentina, and South Africa, Russia is among the nations that were added to the DMMI2008. Advertising companies find outstanding conditions there for winning new clients through mailings, because dialog marketing is a comparatively young market in Russia. Only 34 percent of the Russian consumers surveyed in the study indicated that they receive advertisements in the mail at least once a week. So, in terms of mailing frequency, the country lies significantly behind the European average of 68 percent. However, the probability that potential customers actually read the mailings is that much greater. 52 percent of the Russians surveyed regularly read advertisements they receive in the mail. In the reference region, Europe, it is only 44 percent.

More and more companies want to profit from this great potential. Therefore, the dialog marketing sector in Russia is growing faster than the general advertising market. The methods used are becoming increasingly professional. Where companies initially concentrated on simple, unaddressed mailings, the trend is now toward complex, integrated campaigns.

However, in terms of the response rate, the Russian market still has a lot of room to grow. While 45 percent of those surveyed in Europe react to marketing mailings at least once a year, in Russia only 26 percent are likely to react. To increase the response rate, it is recommended that mailings are designed according to the target group and that mailings appeal to the recipients' regional habits and preference. In all of the countries studied, consumers placed great importance on proper presentation and language. In Russia, marketing mailings that provide added value are particularly well received. 54 percent of consumers are happy to receive samples (Europe: 29 percent), 44 percent to receive coupons and gift certificates (Europe: 20 percent).

The DMMI 2008 offers numerous other useful findings about the Russian market, as well as about the other 29 countries studied. Readers also receive compact data on the current economic climate as well as, for the first time, on the legal peculiarities of the respective countries. In this way, the DMMI has become an important tool for companies, who want to get a solid overview of an individual country or the various reference regions.

With knowledge, success in the new markets

At the same time that the study results of the Direct Marketing Monitor International appear in print, a CD-ROM version will be released, which contains even more detailed possibilities for analyzing dialog marketing behavior in the 30 countries highlighted.

Particularly when conducting international dialog marketing campaigns, it is wise to work with a globally active direct marketing expert such as DHL Global Mail whose accurate knowledge of the specific direct marketing climate make it a competent contact for efficient solutions in international direct marketing. The in-depth knowledge and expertise of DHL Global Mail can give companies a decisive advantage.

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