Once we have complied with all these essential legal requirements, we must disclose in each of our communications to the recipient through which information bank or DPF we obtained their data, as well as our data so that they can comment in this regard and, if they deem it appropriate, they can exercise ARCO rights. With regard to posters or the collage of posters, this is a legal and regulated activity throughout the Spanish State, provided that it is carried out outside shops or educational centers and provided that the messages do not trigger any social alarm or cause illegality. In summary, the effectiveness of the mailbox depends on the quality of campaign planning. You can increase efficiency by making the right decisions. For example, if you are handing out flyers from a family restaurant, it would be wiser to distribute them in a residential area. In Zaragoza, for example, the advertising box of portals is punishable by fines of up to 900 euros. In addition, proponents of direct mail argue that large companies continue to exploit direct mail. If they, who invest millions in marketing, continue to invest in mailboxes, they will have a reason, right? In fact, mailing is another form of marketing, so mailing does not mean leaving out other types of advertising such as street marketing or online marketing. The best results usually come from a mixed strategy. Despite the great boom in digital media, direct mail is a very common strategy in some industries. As is the case with the sending of advertising via electronic media, the sending of advertising information by post also has a legal regulation, which we will try to explain in this article. If we opt for the manual delivery modality, we must bear in mind that each city has an ordinance that regulates it. The manual distribution of leaflets or other advertising materials is subject to the previous municipal license and must be carried out in the classroom, so blind reproduction is prohibited.
In comparison, the sending technique is much more effective, as hand advertising tends to end up in the nearest trash can, or worse, on the floor, as it is possible that the city council blames this dirt on the advertising company. There are also rules of decency on the content of advertising, which do not contain obscene images or expressions that contradict the basic principles of collective sexual morality, respect for groups, religions. and good manners. It is also necessary to maintain precautions in the advertising of alcoholic beverages and tobacco, which are expressly prohibited in places where their sale or consumption is not permitted. Many customers who want to launch a direct mail campaign or send advertising ask us if it is necessary to have permission. If the action is carried out at street level, the permit application is not required, since the promotion can be carried out without more, since it is advisable to have an experienced company for its proper effectiveness. They state that “if neighbors do not complain about the shipment, it is not as high a priority as other issues that cause major conflicts,” although they believe that “violations in this regard have decreased,” they conclude. The mailbox is legal unless it is stated that no advertising is desired.
It is also very important to know which communities of neighbors or companies do not want to receive promotional brochures at their postal address, since carrying out actions in these places where we are informed in advance that no brochure is deposited can also bring us effects contrary to those desired in direct marketing campaigns. In some cases, also legal problems. Now it`s your turn to express your opinion, do you think the mailbox is effective? Have you relied on direct mail to promote your products? Comments are open. Currently, it is legal to distribute advertising in the form of mailboxes in certain regions of Spain. Finding business brochures in your mailbox at home is annoying, and if the locker has a sticker that says “Advertising no thanks,” that`s also illegal. The unauthorized mailbox received 36 complaints from Emaya`s environmental controllers last year, a figure that the municipal company itself acknowledges as small. Other experts believe that the mailbox is now obsolete due to the rise of social networks. The reach of a Facebook mailing campaign or ads is much greater than that of a mailing campaign, it is also more segmented and cheaper.
Is the mailbox efficient? The effectiveness of direct mail as a form of advertising has long been questionable. Many companies see a large percentage of ordered brochures end up in the trash, while others report good results. Another reason is that the 14 environmental watchdogs that the public cleaning company must control the city have priority to pursue illegalities that cause more criticism among citizens, especially leaving garbage on the street outside the hours and days assigned to each neighborhood, not introducing garbage bags in the container or picking up dog feces on public streets. as Emaya explains. The first thing we need to know in this regard is that, although in Spain the distribution of advertising is legal in almost the entire state, there are some small towns where there are restrictions in this regard, so it is necessary to check the municipal regulations of each term to make sure that we do not make mistakes.