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Growing your business with mail Royal Mail Wholesale’s ‘Incentive for Growth Scheme’

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Presentation on theme: "Growing your business with mail Royal Mail Wholesale’s ‘Incentive for Growth Scheme’"— Presentation transcript:

1 Growing your business with mail Royal Mail Wholesale’s ‘Incentive for Growth Scheme’

2 citipostmail.co.ukSmart mail management All Information in this ‘CPM – Royal Mail’s Incentive for Growth Scheme’ has been taken from Royal Mails own Sales Presentation on Scheme for Growth and the appropriate Royal Mail data references have been included accordingly. Data reference for this document

3 citipostmail.co.ukSmart mail management Mail plays a powerful role in todays media landscape, engaging your customers and growing your business; Mail is a core part of consumers’ daily lives. People don’t just open mail they interact with it too! Receiving mail actually makes them feel valued as a customer. Mail is kept for longer than you’d think. Sending mail sends your customers online. Including Mail in a media plan is proven to improve campaign effectiveness. Mail delivers ROI. Mailed catalogues drive sales. Mail and email are an ideal partnership with each playing a unique role. Why utilise mail?

4 citipostmail.co.ukSmart mail management Consumers know when they want mail versus email Royal Mail asked people what types of communications they wanted. Their feelings were clear… Source: Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013

5 citipostmail.co.ukSmart mail management Receiving mail makes people feel valued Do you want to demonstrate to your customers that you value them? Sending them mail is considerably more likely to achieve this. You’re more likely to create a better impression from mail. Source: Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013

6 citipostmail.co.ukSmart mail management It seems that the perceived value and authority of mail translates into physical interactions. People don’t just open mail they interact with it too Statement, bill or information update Brochure from a company they have ordered from before Letter – promotion or special offer Letter – about a product/service they don’t have Leaflet without an address about a product / service Brochure from a company not ordered from before Leaflet without an address about a promotion / offer Open Interact 83% 71% 69% 54% 59% 60% 69% 56% 55% 43% Source: Royal Mail MarketReach, Ethnographic Quaint, Trnity McQueen, 2014

7 citipostmail.co.ukSmart mail management Mail is kept for extended periods, creating a constant presence in the home Mail is kept in the home for longer than you’d think… 17 days for advertising mail 38 days for door drops Source: Royal Mail MarketReach, Ethnographic Quaint, Trnity McQueen, 2014

8 citipostmail.co.ukSmart mail management Sending customers direct mail sends them directly to your websites and to social media. In fact, the majority of people have gone online in response to mail they’ve received, and this behavior isn’t just confined to making a potential purchase. Sending out mail sends your customers online As a direct result of receiving mail 92% driven to online / digital activity 87% Influenced to make online purchases 86% Connected with business 54% engaged in Social Media 43% download something Source: Royal Mail MarketReach, Mail and Digital Part 2, Quadrangle, 2013

9 citipostmail.co.ukSmart mail management Mail had a much more powerful overall impact on the key measures of the neuroscience study than email or TV. Mail is engaging and remembered Source: Royal Mail MarketReach, Neuro-Insight, 2013

10 citipostmail.co.ukSmart mail management Mail included in multi channel campaigns drove market growth with three times the efficiency versus non-mail advertisers Mail improved campaign effectiveness 2.9 x Market share growth for all clients 3.4x Market share growth for service sector Comparing market share growth per 10 Extra share points (ESOV) shows the increase in efficiency of advertising plans including mail. Source: Royal Mail MarketReach, IPA databank, Meta-Analysis, Peter Field, 2013

11 citipostmail.co.ukSmart mail management Mail ROI showed a strong channel performance in Brand Science Cases Mail delivers strong ROI The average RROI across 56 cases where mail is used and measured in the brand science analysis. Source: Royal Mail MarketReach, Brandscience, 2014

12 citipostmail.co.ukSmart mail management Mailed catalogues drive sales 50% 40% 81% 74% Bought from a retailer within 6 months of receiving their catalogue AND spent on average £271 vs. £162 (non-catalogue users) Of these purchasers Were influenced by the catalogue Say they buy more frequently if they regularly receive a catalogue Reported buying more than intended when shopping with a catalogue Source: Royal Mail MarketReach, Print Catalogues in a Digital World, Illuminas, 2013

13 citipostmail.co.ukSmart mail management Mail information of new launches to your customers Give your customers the best opportunity to consider and buy your new products or services Target new customers to grow your base Find customers with similar profiles to sell more products and services Mail catalogues / brochures to your customers Customers who are mailed catalogues, spend more, buy more and buy more frequently, often online Mail exclusive offers to your best customers Mailing customers makes them feel valued and increases their spend and loyalty Entice previous customers with special offers Encouraging the best types of customers to come back is more cost effective than finding new ones Mail customers to stop them from going to the competition Customers are more likely to remember messages sent by mail How you can use mail to grow your business

14 citipostmail.co.ukSmart mail management Royal Mail Wholesales Scheme for Growth improves your return on investment by giving you the opportunity to significantly cut your postage costs for certain types of mailing items. It works by giving you a postage credit on your new, incremental mail and reducing the cost for you to test and do more of your most valuable mail. Adding mail to your marketing mix is a powerful, cost effective tool to get more revenue from your current customers, reactivate your previous customers and grow your business. Growing your business with mail has never been easier

15 citipostmail.co.ukSmart mail management Royal Mails incentive scheme for growth in mail volumes Royal Mails Scheme for Growth improves your return on Mail investment by giving you a postage credit of between 2.5 – 10.5p on all your new, incremental mail in any 12 month period, reducing the cost for you to test, identify and do more of your most valuable mail. The scheme can be used for: Testing of new formats, audiences, messaging, frequency and using mail with other media. Mailing new products to existing customers. Targeting new customers with new or existing products. Introducing new communication frequencies e.g. increasing loyalty mailings from quarterly to monthly. Please Note: The minimum incremental volume to qualify for the scheme is of 250,000 items

16 citipostmail.co.ukSmart mail management Scheme for Growth example Discounts start from 2.5p per item for machine readable letters rising to 10.5p for heavy Large Letters. New incremental advertising mail can qualify for the Scheme regardless of whether it is posted via an Access Operator, a mailing house, Royal Mail (Wholesale or Retail) or an alternative end-to-end delivery provider. So, for example: If the agreed baseline is 3 million items for the next 12 months. In the 12 month period, you mail 500,000 additional items. All 500,000 items above the agreed baseline would qualify under the scheme. Assuming Access Advertising Mail 70 Mailmark was used that could mean a postage credit of £12,500 for use on your next mailing. If you use this to mail a further 30,000 customers and achieve a 2% response rate, that’s 600 extra leads. Incentive scheme for growth example

17 citipostmail.co.ukSmart mail management Thank you Members of: Accreditations:Supporting: Any enquiries or further information please contact… Telephone number: 0203 2600 240 Email: citipostmail@citipost.co.uk


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