Direct Marketing in Spain
Let us tell you the secrets of the Spanish Market Place

Spain-direct-marketing-campaigns

Spain continues to maintain a series of differential circumstances; specific characteristics such as the fact that as Spaniards, we have two surnames, that there are 4 official languages or our special socio-demographic structure with the highest number of people per home in the EU. Getting to know the market is the key to success, we know it better than anyone. Ask us, and we will help you to succeed with your direct & relational marketing in Spain..

 
Direct Marketing in Spain
 

Direct Marketing in Spain is maturing and growing, proof of this is that expenditure has increased nine times in the last ten years. Spain is also the fourth largest EU country in terms of adoption of the so called ‘new media’ such as Digital TV, SMS or Internet, this spend is set to surpass traditional media spend in the following years.
 

Spanish consumers are open to receiving communications from direct marketers but place emphasis on first trusting the brands that communicate with them. Typically Spaniards respond better to the more original creative approaches, response can further be increased if the direct mail pack contains details of the website URL or microsite as Spanish people like to investigate before a purchase. Postal services are in the middle of strong modernization and privatization trends and could be highlighted its low postage prices.

 

The Spanish telecommunications industry has grown massively, the telecommunications infrastructure is amongst the best in Europe with a very high proportion of mobile telephone and internet users. In terms of Telemarketing in Spain commercial calls are allowed in both B2B and B2C on an opt-out basis.

 

Because of the high penetration of the Internet in Spain On-line advertising is booming, especially in those consumers aged below 40. As within Northern Europe marketers are switching budgets away from the traditional channels to capture the attention of this now hard to reach group. Direct Marketing in Spain whether via direct mail, email or SMS is proving to be highly effective.

 

Email and SMS marketing in Spain although still in their infancy are undergoing development with an increasing number of sources ensuring marketers can further reach consumers by these new channels. Spanish legislation was one of the first in Europe to allow the use of opt-in email and SMS lists, which led to the early development of top quality opt-in sources.

 

Interesting facts. Spain:


Population: 44.108.530 (51% female, 49% male). (2006)


G.D.P. per capita: 20.838 € (2006)


Number of householders: 16.270.656. (2006)


Main trading partners: France, Germany, UK, Portugal. (2006)


Official languages:


  • Spanish = 75% of population

  • Catalan = 18% of population

  • Basque = 3 % of population

  • Galician= 4 % of population



    • Holiday calendar in Spain:
    January 1; January 6; 28 February (Andalucia only); March 19; May 1; May 2 (Madrid only); June 10; June 24 (Catalonia only); July 11; July 25 (50% Spain); August 15; November 1; December 6; December 8; December 25. Itinerary days: Maundy Thursday and Good Friday.



    Cost of a stamp up to 20 grams: 0.29 € (National). (2006)


    Total advertising expenditure: 14.590,2 €. (2006)


    Total advertising expenditure increase: 6,2 %. (from 2005 to 2006)

     

    How to address mailings into Spain:


     
     

    Normalized address. Portugal:

     

    Address examples:

    COMPANY NAME
    		 SCHOBER PDM IBERIA, S.A.
    CONTACT NAME
    		 Sr. Gerardo Raído León
    ADDRESS
    		 Travesía de Costa Brava 6, 7ª Planta
    Address complement
    		 Edif. Oficinas
    Postcode Town
    		 28034 Madrid
    PROVINCE
    		 MADRID
     


    Salutation: For male: Sr. or Don; for female: Sra. or Doña.


    For personalized letters: “Estimado Sr. Surname 1” and “Estimada Sra. Surname 1”.

     
    Data Protection legislation in Spain
     

    The Spanish Law for the Protection of Personal Data (LOPD 15/1999) is one of the most restrictive in Europe. It establishes regulations on security measures for automated files, which contain data of a personal nature. This law regulates two types of existing lists:
     

    • Lists bases on public data sources. If the data to create the file is obtained from lists to which the public has access, the following should be taken into account:



      • The List must be registered within the Data Protection Agency.


      Always update your list against Robinson. (Preference service list) 45,000 Robinson names registered. (2006)


      The communication must inform on the source of the data.


      Prepare your back-office to properly attend Robinson claims.

    • Lists from listbrokers. In this case, if the client obtains data from a listbroker there is an assignment of data, which should comply with the following requirements:


      • Prior to the assignment and for the assignment to be legal, the listbroker should receive the consent of all the affected parties.



      When the assignment has been made, in the first notification from the listbroker to the affected parties, the listbroker should notify the said parties that their data has been delivered to third parties, who the recipient of the data is and the purpose of the assignment.


      The communication must inform on the source of the data.

      The law of Services of the Information society and E-commerce (LSSI 34/2002). This law requires all marketers to receive prior consent from e-mail holders before using a recorded message during telemarketing or sending unsolicited e-mail communications.