1. Royal Mail Group
Publishing Sector
Incentives

2. Our understanding of prevailing market conditions
Post Brexit economic conditions are more uncertain, GDP constrained
Publishers face pressure as advertising revenue from print is not easily replaced in the digital world
Abundance of free media widens consumer choice
We continue to see reduced volumes of magazine distribution as digital channels take an increased hold on media consumption
Subscriptions taking slight increase in share from Newsstand

3. Cross selling \ Up selling
There are a number of areas
Where We hope to support you
Customer Acquisition
Magazine Fulfilment
Cross selling \ Up selling
Renewal
Win-back
Once a subscriber lapses, what are the best ways to encourage re-sign
New Subscriber - find new subs via Direct Mail
New Title Launch – reduced postage costs over initial period while you grow your subscriber base
Best use of mail working with other media to increase renewal rates
Supporting your revenue growth with targeted offers to subscribers, and helping retention by doing so

4. NEW incentives to help Grow your business
Volume Commitment: To support the use of mail for the circulation of titles we are offering postage credit rebates for customer who simply match the volume of mail they sent in the previous year
Support for new title launches: To help you maximise your return when launching a new title we are reducing the postage cost for new titles by 30% for the first 12 months and 10% for the next 12 months
Use Advertising Mail to grow you customer base: Mail is a proven to achieve high scoring results for customer acquisition and retention. Our research shows that:
consumers don’t always like the idea of one communication channel -– 65% of people say that they are more likely to give mail their full attention1
Including mail in the marketing mix increases ROI by 12%2
To help you see for yourself the benefits of mail we are offering the chance to earn postage credits of 15% off the postage cost for tests performed over a 6 month period
Better still, you can earn a 30% postage credit for each test item you send when testing the sending of your title to a brand new audience not previously targeted
1 Royal Mail MarketReach Research conducted by Kantar TNS in May 2017: Base UK adults, nationally representative sample
2 Source: Royal Mail MarketReach, Brand Science Meta Analysis, 2012

5. Publishing volume commitment
Earn Postage Credits on all your publications for committed volume over a 12 month period
THE DEAL
Postage Credit rate of 2% of the Royal Mail Access price for publications (0.6 – 1.9p depending on service used and weight)
Publishers required to include all titles in the volume commitment and commit to sending at least 95% of last year’s volume
WHO’S ELIGIBLE
Anyone sending publishing volume of at least 250,000 items per year
Customers must apply to participate
For postings sent directly with Royal Mail or an Access Operator
Key Points
Discount paid as a retrospective postage credit in the form of postal credit vouchers or direct into a Royal Mail Account
Available only for Large Letter mailings
Use of Mailmark is optional although the customer will be required to complete an e-manifest when it is available to enable volumes to be measured. There will be no obligation to add a mailmark barcode to the item
Apply here

6. Publishing Test incentive for New title launches
Earn Postage Credits for up to 24 months on all publications distributed by post when launching a new title using the Royal Mail Publishing Test Incentive
THE DEAL
Reduce the postage cost for new titles by 30% for the first 12 months and 10% for the next 12 months as the title becomes established
WHO’S ELIGIBLE
Any new title launch when you distribute at least 10,000 items a year by post
Customers must apply to participate
For postings sent directly with Royal Mail or an Access Operator
Key Points
The incentive encourages the use of mail for new title launches and where mail has not previously been used for a title - customer must intend to roll out the title beyond the lifetime of the incentive
Available only for Large Letter mailings
Discount paid as a retrospective postage credit in the form of postal credit vouchers or direct into a Royal Mail Account
Apply here

7. Royal Mail Advertising Mail Test Incentive
Publishing Test incentive for
Renewals using mail
Earn Postage Credits when testing the use of mail to improve renewal rates using
Royal Mail Advertising Mail Test Incentive
THE DEAL
Postage Credit rates of 15% for tests that introduce the use mail for renewals or for tests that add a new stage of mail to the renewal process
Tests can be performed over a period of up to 6 months
WHO’S ELIGIBLE
Any test of subscription renewal mailings of a minimum of 10,000 items
For postings sent directly with Royal Mail or an Access Operator
Key Points
Available for incremental mail for subscriptions renewals
Discount paid as a retrospective postage credit in the form of postal credit vouchers or direct into a Royal Mail Account
Apply here

8. Publishing Test incentive for Acquisition and cross-selling
Earn Postage Credits when testing the use of mail for new subscriber acquisitions and cross-selling using Royal Mail Advertising Mail Test Incentive
THE DEAL
Postage Credit rates of 15% for advertising mail tests for up to 6 months to assess whether mail can improve subscription acquisition and cross- selling
WHO’S ELIGIBLE
Any test of advertising mail mailings of a minimum of 10,000 items
For postings sent directly with Royal Mail or an Access Operator
Key Points
Available for tests where mail has not previously been used e.g. use mail to promote new titles, new audience testing and frequency testing
Discount paid as a retrospective postage credit in the form of postal credit vouchers or direct into a Royal Mail Account
Apply here

9. How to apply
You will need to submit an application form that will ask for the following details:
Company name
Details of your postal supply chain including your:
Name of your postal providers
A list of any credit account numbers you hold with Royal Mail
Your Unique Customer Identifier (UCID) (if posting through Access)
Mailmark Participant ID
A description of the test if using test incentive
Last years posting volume if using the volume commitment incentive
Your expected volume and start date
You can find the Application forms and information on how to submit them at
We may ask you to provide samples of your publications so that we can check they meet our ‘Publishing Mail’ definition.
For information and help please visit the website at the address above, contact your postal provider or contact us at Royal Mail be ing

10. 48% OF CUSTOMERS WON’T BUY FROM A COMPANY THEY DON’T TRUST*
In uncertain times how can
brands build trust?
We live in uncertain times and this isn’t changing:
Political
Economic
Social
Technological
Legal
Environmental
It is important every message you deliver can be trusted and mail can help build trust
48% OF CUSTOMERS WON’T BUY FROM A COMPANY THEY DON’T TRUST*
*Source:2017 Edelman Trust Barometer

11. THE VALUE OF MAIL IN UNCERTAIN TIMES
BRANDS NEED TO BUILD TRUST AND ADDING DIRECT MAIL TO YOUR MARKETING MIX CAN HELP
New research* confirms this and shows that mail is proven to deliver reassurance and credibility and these are key components to building and maintaining trust
Mail is seen as valued, confidential, important and secure and drives response
Earlier this year, we carried out some research that refreshed and built on work we’ve been doing since 2007.
We did this by running a nationally representative online survey with Kantar Kantar TNS, a reputable research provider.
The survey looked into what qualities consumers believe mail has (we compared it with it’s closest digital equivalent, , to help do this), and what situations or messages consumers prefer to receive via mail.
We were then able to analyse the results to highlight the relevant and useful qualities of mail that consumer value in the current climate.
* Royal Mail MarketReach Research conducted by Kantar TNS in May 2017: Base UK adults, nationally representative sample

12. It gives me a better impression of the company
How mail builds trust
It makes me feel valued
It gives me a better impression of the company
MAIL IS VALUED AND MAKES ME THINK BETTER OF THE SENDER
Do the following statements relate mostly
to mail or you receive from companies?
Mail
In a ten year period, the results show that the percentage of people stating that mail ‘makes them feel valued and gives them a better impression of the company’ has increased to 70%.
This uplift may be the result of improvements in the quality of mail, or in better use of data. It may also be that the comparative rarity of mail in relation to is a key factor in the changing perceptions of mail.
About the Question “Do the following statements relate mostly to mail or you receive from companies?” and consumers were able to pick between mail and
This was a trended question, and the results for mail have trended upwards since The full report gives this three year trend:
It gives a better impression of the company 53% 55% 70%
It makes me feel valued 43% 57% 70%
* Royal Mail MarketReach Research conducted by Kantar TNS in May 2017: Base UK adults, nationally representative sample

13. describe mail as ‘Believable’
how MAIL builds credibility
Now thinking about the mail and you receive from companies, how would you describe the way they communicate with you?
87%
describe mail as ‘Believable’
(vs. 48% for )
Believability is a key factor that engenders trust.
A range of other descriptions are available in the full report and show that mail, while seen as formal, is also important, believable, and above all, secure
For instance, 62% of people say the word ‘formal’ best describes mail
(vs. 13% for )
About the question:
People were allowed to pick whether a word best described mail, , or was true of both to the question “Now thinking about the mail and you receive from companies, how would you describe the way they communicate with you?”
This question also ran in 2013, and is trending upwards since that time (the 2013 equivalent was 64%)
* Royal Mail MarketReach Research conducted by Kantar TNS in May 2017: Base UK adults, nationally representative sample

14. Mail is valued because it’s secure
Thinking about how companies or organisations contact you, what is your preferred method of contact for sensitive or confidential account information:
51%
35%
12% 1%
Post
Phone call
SMS alert
People seem to feel that mail and other printed communications are intrinsically more trustworthy, perhaps because they are tangible and cannot be erased with the swipe of a finger.
About the question:
People were allowed to pick between post, , phone call or SMS/ smartphone alert for a range of different scenarios.
* Royal Mail MarketReach Research conducted by Kantar TNS in May 2017: Base UK adults, nationally representative sample

15. MAIL is valued BECAUSE IT’S private
To what extent do you agree or disagree with the following...
I am confident that the contents of my mail are private
When sensitive or confidential information needs to be communicated, mail delivers reassurance that the message is credible and secure. And in these uncertain times, that power to build trust is all the more important to organisations of every kind
* Royal Mail MarketReach Research conducted by Kantar TNS in May 2017: Base UK adults, nationally representative sample

16. I am likely to give it my full attention
People pay attention to mail
Do the following statements relate mostly
to mail or you receive from companies
Mail
“I think that’s the thing with post… I personally think there’s some value in it because people actually look at it.”
Jack, mid-20s
These findings show that mail is not only valued and appreciated, but that it also engages a customer’s full attention. The characteristics of mail make it stand apart from ‘multi-screening behaviour’, where consumers are simultaneously paying attention to two or more digital or video devices at the same time.
Reading an item of mail is an active process that demands the dedicated attention of the viewer. In our recent research, 65% of respondents said they gave mail their full attention, compared with only 35% who said the same for . Even if they opened it, 72% of people said they often read and review some of their mail at a time when they can give it their full attention.
The Illuminas local government research was one of MarketReach’s sector specific projects, and shows the breadth of expertise we offer our clients. It involved an online survey with a nationally representative panel of 2861 individuals, a face to face survey of 200 local residents, and qualitative interviews with 16 consumers
I am likely to give it my full attention
Royal Mail MarketReach Research conducted by Kantar TNS in May 2017: Base UK adults, nationally representative sample
Quote from MarketReach/ Illuminas Local Government Research, 2017

17. and a bill or statement for
MAIL HAS LONGEVITY
On average, an item of addressed advertising mail stays in the home for
17 DAYS
a door-drop stays for
38 DAYS
and a bill or statement for
45 DAYS*
We know that mail also stays in the home, giving people multiple opportunities to reread the item, and engage with it more deeply
* Source: Private Life of Mail, 2015

18. Including Mail in the marketing mix increased
From trust to profit
Including Mail in the marketing mix increased
ROI by 12%*
36%
of people have bought or ordered as a result of receiving mail in the last 12 months**
A BrandScience review of multi-channel campaigns concluded that when mail was included in the marketing mix, campaigns had 12% bigger ROI than those without mail. This shows us that mail drives profitable activity.
The IPA TouchPoints survey tracks the range of responses indicated by consumers when receiving mail. It demonstrates that mail drives a range of commercially relevant responses: driving enquiries online or by phone, encouraging store visits, purchases and prompting service renewals. All of these actions have seen an upward trend in the past year.
So the improved performance of mail is not limited to thoughts or feelings: active responses to mail are improving too.
*Source: Royal Mail MarketReach, Brand Science Meta Analysis, 2012
** Source: IPA TouchPoints, 2016

19. Including mail is an excellent Way to build trust
A MEDIUM CAN CONVEY A MESSAGE
Mail’s attributes - tangibility, tactility and longevity help build trust while also driving short term commercial actions. Therefore adding or including mail in the marketing mix is an excellent way to build trust.

20. How we can help

21. Thank you
name
Phone number
address