Met post pak je 茅cht de aandacht

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class="breadcrumb-item" itemprop="itemListElement" itemscope itemtype="https://schema.org/ListItem"><a itemscope itemtype="http://schema.org/WebPage" itemprop="item" itemid="https://ddma.nl/kennisbank/" href="https://ddma.nl/kennisbank/"><span itemprop="name">Kennisbank</span></a><meta itemprop="position" content="2"></li><li class="breadcrumb-item active" aria-current="page" itemprop="itemListElement" itemscope itemtype="https://schema.org/ListItem"><span itemprop="name">Met post pak je 茅cht de aandacht</span><meta itemprop="position" content="3"></li></ol></nav> </div> <div class="banner-image" style="background: url(https://ddma.nl/wp-content/uploads/2021/08/Brievenbus-Post-DDMA-scaled.jpg) center/cover no-repeat; background-color: #dae1e6"></div> <div class="container"> <div class="row"> <div class="col-lg-8 offset-lg-1"> <div class="pt-3 pt-lg-4 pb-3 pb-md-4"> <div class="banner-negative-margin | d-flex flex-wrap align-items-center mb-4 mb-md-5"> <a href="/kennisbank/?_article_type=artikel" class="btn btn-secondary small-font-size-mobile py-2 mb-2 mr-2 mr-md-3"> Artikel </a> <a href="/kennisbank/?_themes=post" class="btn btn-primary small-font-size-mobile py-2 mb-2 mr-2 mr-md-3"> Post </a> </div> <div class="mb-3 small">17 april 2024</div> <h1 class="mb-4 mb-md-5 ">Met post pak je 茅cht de aandacht</h1> <p class="lead">De DDMA Commissie Post wil marketeers de toegevoegde waarde van post in de mediamix laten zien. Onder meer door mooie cases te delen, maar ook via gedegen onderzoek. Zo blijkt uit een benchmark van PostNL en MetrixLab dat je met post 茅cht de aandacht kan pakken. In dit artikel zetten we de belangrijkste inzichten uit de benchmark op een rij.</p> </div> </div> </div> </div> </div> <div class="container yard-blocks-grid preset--article-upper mb-md-7 mb-5"><div class=""><div class="row"> <div class="col-lg-1 yard-blocks-grid-column invisible"><div class="column"> <p> </p> </div></div> <div class="col-lg-8 yard-blocks-grid-column"><div class="column"> <p><em><em>De benchmark van PostNL en MetrixLab is ontwikkeld n.a.v. 436 campagne effectmetingen sinds 2008. Er is zodoende data verzameld over 15 jaar tijd. Het onderzoek geeft inzicht in bereik, beoordeling en respons middels het invullen van een online vragenlijst door gemiddeld 212 respondenten per case.</em></em></p> <h2 class="wp-block-heading">Met post pak je de aandacht</h2> <p>Met direct mail pak je direct de aandacht. Want tussen de duizenden online reclames die we elke dag zien, valt het geluid van een klepperende brievenbus goed op. En al die folders, kortingscoupons en kaartjes hebben bewezen effect, zo blijkt uit de benchmark.</p> <h2 class="wp-block-heading">Toegenomen relevantie zorgt voor een hogere waardering en respons</h2> <p>Uit de benchmarkcijfers komt dat de relevantie in de afgelopen 15 jaar flink is toegenomen (+32% naar 37% in 2023 tov 28% in 2008). Dit komt mede door slimmere klantdatasegmentatie. Maar ook door bijvoorbeeld het gebruik van Postfilter. Hiermee kan de ontvanger zich uitschrijven voor de post van bedrijven waar zij zelf niet staan ingeschreven. Dankzij Postfilter houd je je verzendbestand schoon en up-to-date, met een positief effect op het bereik van jouw directmailcampagne. Dergelijke initiatieven dragen ook bij aan de wenselijkheid van brievenbusreclame in de maatschappij. En, niet te vergeten: het vergroot niet alleen de effectiviteit van een postcampagne, maar heeft ook een positief effect op duurzaamheid.</p> <p>Tijdens een speciale Post Meetup op 14 mei bespreken we de resultaten uit het onderzoek in detail. Ook komt Gosse Bosma, directeur bij Postfilter, aan het woord om verder te vertellen over de cruciale rol van Postfilter. Bovendien vertelt Olaf van Rijn, Business development bij Whooz – The data agency, hoe segmentatiedata wordt ingezet om slimmer klanten te werven, ontwikkelen en te behouden.<a> </a>Meer weten? Meld je direct aan.</p> <div class="wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex"> <div class="yard-blocks-button is-style-arrow"><a class="wp-block-button__link wp-element-button" href="https://ddma.nl/event/ddma-post-member-meetup-3/">Aanmelden</a></div> </div> <div class="wp-block-columns alignwide are-vertically-aligned-center has-tertiary-background-color has-background is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow"> <p><strong>59% geeft aan direct mail leuk te vinden</strong></p> <p>Lezers vinden direct mail leuker dan vroeger. In 2018 gaf 39% aan deze post leuk te vinden, waar dat in 2023 is gestegen naar 59%.</p> </div> </div> <div class="wp-block-columns alignwide are-vertically-aligned-center has-tertiary-background-color has-background is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow"> <p><strong>37% vindt de informatie uit de mailing relevant</strong></p> <p>De relevantie van de informatie in mailings is de afgelopen jaren toegenomen. Sinds 2008 zien we hierin een toename van +32%.</p> </div> </div> <h2 class="wp-block-heading">Aandacht resulteert in hoge respons(intentie)</h2> <p>De hoge mate van aandacht (2,2 minuut leestijd) resulteert in een sterke respons en responsintentie. Dit zijn acties die consumenten (willen) ondernemen aan de hand van de ontvangen direct mail. Denk bijvoorbeeld aan (de intentie tot) website/winkelbezoek, contact opnemen met de adverteerder, aankoop product, etc.</p> <figure class="wp-block-image size-full"><img fetchpriority="high" decoding="async" width="756" height="447" src="https://ddma.nl/wp-content/uploads/2024/04/de-ontwikkelingen-door-de-jaren-heen-sinds-2008.png" alt="" class="wp-image-49326" srcset="https://ddma.nl/wp-content/uploads/2024/04/de-ontwikkelingen-door-de-jaren-heen-sinds-2008.png 756w, https://ddma.nl/wp-content/uploads/2024/04/de-ontwikkelingen-door-de-jaren-heen-sinds-2008-300x177.png 300w" sizes="(max-width: 756px) 100vw, 756px" /></figure> <h2 class="wp-block-heading">Type post bepalend voor je doelstelling</h2> <p>Een selfmailer wordt het meest bewaard en heeft hierdoor een bovengemiddeld hoge responsintentie (17%). Terwijl een leaflet zorgt voor de hoogste directe respons (16%). De (standaard) brief in envelop wordt, in verhouding tot andere vormen van post, het minst gewaardeerd met 41%.</p> <p>Wil je meer weten over hoe Post van waarde kan zijn voor consumenten? Bekijk alle publicaties van de DDMA Commmissie Post <a href="https://ddma.nl/marketing/post/">hier</a>.</p> </div></div> </div></div></div> <div class="container yard-blocks-grid preset--article-lower"><div class=""><div class="row"> <div class="col-lg-12 yard-blocks-grid-column"><div class="column"> <h2 class="wp-block-heading is-style-ddma">Ook interessant</h2> <div class="yard-blocks-spacer yard-blocks-spacer-size-2"></div> <div class="yard-blocks-list-posts yard-blocks-list-posts--three-articles | container px-0"> <div class="row"> <div class="column | col-lg-4 col-md-6 mb-2 mb-md-4"> <div class="card card--default mx-0 border-0"> <div class="card-img-top position-relative overflow-hidden"> <img decoding="async" class="card-img-bg" src="https://ddma.nl/wp-content/uploads/2022/03/Nieuwe-commissieleden-768x512.jpg" alt="" loading="lazy"> <div class="card-read-more"> Lees meer </div> </div> <div class="card-body"> <div class="d-flex flex-wrap align-items-center mb-1 mb-md-2"> <span class="card-label | d-inline-block mr-2"> Creative </span> <span class="card-label-separator | mr-2">|</span> <time datetime="2024-08-28" class="date date-- card-date"> 28 augustus 2024 </time> </div> <h3 class="card-title"> <a class="a-linkable-area" href="https://ddma.nl/kennisbank/nieuw-bloed-in-de-ddma-commissies-post-creative-en-search/">Nieuw bloed in de DDMA Commissies Post, Creative en Search</a> </h3> <div class="card-excerpt"> De DDMA Commissies Post, Creative en Search hebben versterking gekregen. Olaf van Rijn, Business Development bij Whooz, Saskia Priester, Marketing Consultant & UX Designer bij Harvest Digital, en Ryan Peerkhan,… </div> </div> </div> </div> <div class="column | col-lg-4 col-md-6 mb-2 mb-md-4"> <div class="card card--default mx-0 border-0"> <div class="card-img-top position-relative overflow-hidden"> <img decoding="async" class="card-img-bg" src="https://ddma.nl/wp-content/uploads/2024/06/Terugblik-Post-Meetup-op-14-mei-768x512.jpg" alt="" loading="lazy"> <div class="card-read-more"> Lees meer </div> </div> <div class="card-body"> <div class="d-flex flex-wrap align-items-center mb-1 mb-md-2"> <span class="card-label | d-inline-block mr-2"> DDMA </span> <span class="card-label-separator | mr-2">|</span> <time datetime="2024-06-24" class="date date-- card-date"> 24 juni 2024 </time> </div> <h3 class="card-title"> <a class="a-linkable-area" href="https://ddma.nl/kennisbank/terugblik-post-meetup-op-14-mei/">Terugblik Post Meetup op 14 mei</a> </h3> <div class="card-excerpt"> Op donderdag 14 mei j.l. kwamen we weer met een groep post-liefhebbers bij elkaar voor actuele updates, kennisuitwisseling en om met elkaar in gesprek te gaan. Met 39 leuke gasten… </div> </div> </div> </div> <div class="column | col-lg-4 col-md-6 mb-2 mb-md-4"> <div class="card card--default mx-0 border-0"> <div class="card-img-top position-relative overflow-hidden"> <img decoding="async" class="card-img-bg" src="https://ddma.nl/wp-content/uploads/2024/06/Blije-Klanten-Boxxx-customer-experience-en-employee-experience-768x432.png" alt="" loading="lazy"> <div class="card-read-more"> Lees meer </div> </div> <div class="card-body"> <div class="d-flex flex-wrap align-items-center mb-1 mb-md-2"> <span class="card-label | d-inline-block mr-2"> Post </span> <span class="card-label-separator | mr-2">|</span> <time datetime="2024-06-18" class="date date-- card-date"> 18 juni 2024 </time> </div> <h3 class="card-title"> <a class="a-linkable-area" href="https://ddma.nl/kennisbank/post-case-persoonlijk-contact-voor-customer-en-employee-experience/">Post-case: Persoonlijk contact voor customer 茅n employee experience</a> </h3> <div class="card-excerpt"> De DDMA Commissie Post wil marketeers de toegevoegde waarde van post in de mediamix laten zien. Daarom lichten we regelmatig een case uit van een merk dat goede ervaringen 茅n… </div> </div> </div> </div> </div> </div> </div></div> </div></div></div> </main> <div class="newsletter-container | container"> <div class="newsletter p-4 p-lg-5 bg-secondary my-7"> <div class="row"> <div class="col-md-6"> <div class="newsletter-column"> <h2 class="is-style-ddma text-primary mb-4">Op de hoogte blijven?</h2> <a href="/aanmelden-nieuwsbrief/" class="btn-arrow | btn btn-primary">Meld je aan voor onze nieuwsbrief</a> </div> </div> <div class="col-md-6"> <div class="seperator pt-4 pt-md-0 pl-md-5 pr-md-6 pb-md-3 h-100"> <h2 class="is-style-ddma text-primary mb-4">Meer weten?</h2> <div class="is-style-arrow | d-flex align-items-center flex-wrap justify-content-between"> <a href="/over-ons/wie-we-zijn/" class="wp-block-button__link has-white-background-color"> Dit bieden wij </a> <a href="/word-lid/" class="wp-block-button__link has-white-background-color"> Word lid </a> </div> </div> </div> </div> </div> </div> </div> <footer class="footer bg-secondary"> <div class="container | py-5"> <div class="row"> <div class="col-sm-6 col-lg-4"> <div class="sidebar-footer-1 widget_block " id="block-3"><div class="inner-wrapper"> <h2 class="wp-block-heading" id="contact">Contact</h2> </div></div><div class="sidebar-footer-1 widget_block widget_text " id="block-23"><div class="inner-wrapper"> <p><strong>DDMA</strong><br><strong>Data-Driven Marketing Association<br></strong>WG-Plein 185<br>1054 SC Amsterdam<br><strong>T </strong><a href="tel:0204528413">020 4528413</a><br><strong>E </strong><a href="mailto:info@ddma.nl">info@ddma.nl</a></p> </div></div><div class="sidebar-footer-1 widget_block widget_text " id="block-17"><div class="inner-wrapper"> <p><a href="https://ddma.nl/privacy-statement/" data-type="URL" data-id="https://ddma.nl/privacy-statement/">Privacy statement</a></p> </div></div> </div> <div class="col-sm-6 col-lg-4"> <div class="sidebar-footer-2 widget_block " id="block-14"><div class="inner-wrapper"> <h2 class="wp-block-heading" id="onze-diensten">Onze diensten</h2> </div></div><div class="sidebar-footer-2 widget_block widget_text " id="block-19"><div class="inner-wrapper"> <p><a href="https://ddma.nl/kennisbank/" data-type="URL" data-id="https://ddma.nl/kennisbank/">Kennisbank</a><br><a href="https://ddma.nl/events/" data-type="URL" data-id="https://ddma.nl/events/">Events</a><br><a href="https://ddma.nl/legal/legal-helpdesk/">Legal helpdesk</a><br><a href="https://ddma.nl/legal/documentatie/" data-type="URL" data-id="https://ddma.nl/legal/documentatie/">Legal documentatie</a><br><a href="https://ddma.nl/legal/educatie/" data-type="URL" data-id="https://ddma.nl/legal/educatie/">Legal educatie</a><br><a href="https://ddma.nl/legal/privacy-waarborg/" data-type="URL" data-id="https://ddma.nl/legal/privacy-waarborg/">Privacy Waarborg</a></p> </div></div> </div> <div class="col-sm-6 col-lg-4"> <div class="sidebar-footer-3 widget_block " id="block-6"><div class="inner-wrapper"> <h2 class="wp-block-heading" id="over-ons">Over ons</h2> </div></div><div class="sidebar-footer-3 widget_block widget_text " id="block-24"><div class="inner-wrapper"> <p><a href="https://ddma.nl/over-ons/wie-we-zijn/" data-type="URL" data-id="https://ddma.nl/over-ons/wie-we-zijn/">Wie we zijn<br></a><a href="https://ddma.nl/over-ons/standpunten/" data-type="URL" data-id="https://ddma.nl/over-ons/standpunten/">Standpunten</a><br><a href="https://ddma.nl/word-lid/" data-type="URL" data-id="https://ddma.nl/word-lid/">Lidmaatschap<br></a><a href="https://ddma.nl/over-ons/onze-leden/" data-type="URL" data-id="https://ddma.nl/over-ons/onze-leden/">Onze leden<br></a><a href="https://ddma.nl/over-ons/bestuur-en-team/" data-type="URL" data-id="https://ddma.nl/over-ons/bestuur-en-team/">Bestuur en team</a><br><a href="https://ddma.nl/over-ons/vertrouwenspersoon/">Vertrouwenspersoon</a><a href="https://ddma.nl/over-ons/bestuur-en-team/" data-type="URL" data-id="https://ddma.nl/over-ons/bestuur-en-team/"><br></a><a href="https://ddma.nl/over-ons/vacatures/" data-type="URL" data-id="https://ddma.nl/over-ons/vacatures/">Vacatures</a></p> </div></div> <div class="footer-socials | d-flex"> <a href="https://www.linkedin.com/company/ddma/" class="social-icon " aria-label="LinkedIn van DDMA" target=_blank rel=noopener > <i class="fab fa-linkedin" aria-hidden="true"></i> </a> </div> </div> </div> </div> <div class="footer-bottom | bg-primary py-3"> <div class="container text-center"> <p class="mb-0">© DDMA - 2024</p> </div> </div> </footer> </div> <script> ( function ( body ) { 'use strict'; 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