1. INTRODUCING THE ROYAL MAIL GROUP ADVERTISING MAIL CHRISTMAS INCENTIVE
HELPING YOU TO REACH MORE OF YOUR CUSTOMERS THIS CHRISTMAS FOR LESS
November 2018

2. WHAT WE’D LIKE TO COVER TODAY
1. What is the Christmas campaign offer?
2. What are the key metrics?
3. What are the practicalities?
4. How to apply for this incentive

3. WHAT IS THE ROYAL MAIL GROUP ADVERTISING MAIL CHRISTMAS INCENTIVE?

4. WHAT IS THE ROYAL MAIL GROUP ADVERTISING MAIL CHRISTMAS INCENTIVE?
We want to help you spread the Christmas cheer to your customers. Send them a Christmas period offer, discount or voucher and receive a reduction in the price of postage.
We are reducing the price of postage for any incremental volume from c.19p to only 11p per item, meaning you can communicate with more of your customers this Christmas for less.
This incentive will be available for mailings delivered from the 19th November running right through until the 28th December, allowing you to take advantage of Black Friday and Cyber Monday as well.

5. WHAT ARE THE KEY METRICS?

6. PEOPLE ACT ON OFFERS AND DISCOUNTS THEY RECEIVE BY MAIL
All sectors
Reach
Frequency
 Lifespan
Source: JICMAIL, Kantar TNS Q to Q1 2018, Addressed advertising, (Special offer or discount and Vouchers/coupons). Base 5739

7. PEOPLE ACT ON OFFERS AND DISCOUNTS THEY RECEIVE BY MAIL
Financial and insurance services
Reach
Frequency
 Lifespan
Source: JICMAIL, Kantar TNS Q to Q1 2018, Addressed advertising, Financial and insurance services (Special offer or discount and Vouchers/coupons). Base 451

8. PEOPLE ACT ON OFFERS AND DISCOUNTS THEY RECEIVE BY MAIL
Publishers
Reach
Frequency
 Lifespan
Source: JICMAIL, Kantar TNS Q to Q1 2018, Addressed advertising, Publishers (Special offer or discount and Vouchers/coupons). Base 89

9. PEOPLE ACT ON OFFERS AND DISCOUNTS THEY RECEIVE BY MAIL
Mail order/online retailer
Reach
Frequency
 Lifespan
Source: JICMAIL, Kantar TNS Q to Q1 2018, Addressed advertising, Mail order/Online retailer (Special offer or discount and Vouchers/coupons). Base 962

10. PEOPLE ACT ON OFFERS AND DISCOUNTS THEY RECEIVE BY MAIL retailer
Reach
Frequency
 Lifespan
Source: JICMAIL, Kantar TNS Q to Q1 2018, Addressed advertising, Retailer (Special offer or discount and Vouchers/coupons). Base 1837

11. PEOPLE ACT ON OFFERS AND DISCOUNTS THEY RECEIVE BY MAIL
Supermarket or grocery store
Reach
Frequency
 Lifespan
Source: JICMAIL, Kantar TNS Q to Q1 2018, Addressed advertising, Supermarket or grocery store (Special offer or discount and Vouchers/coupons). Base 1347

12. PEOPLE ACT ON OFFERS AND DISCOUNTS THEY RECEIVE BY MAIL
Travel/tourism and attractions
Reach
Frequency
 Lifespan
Source: JICMAIL, Kantar TNS Q to Q1 2018, Addressed advertising, Travel/tourism and attractions (Special offer or discount and Vouchers/coupons). Base 309

13. PEOPLE ACT ON OFFERS AND DISCOUNTS THEY RECEIVE BY MAIL telco
TV, broadband, landline or mobile providers
Reach
Frequency
 Lifespan
Source: JICMAIL, Kantar TNS Q to Q1 2018, Addressed advertising, TV, broadband, landline or mobile providers (Special offer or discount and Vouchers/coupons). Base 313

14. PEOPLE ACT ON OFFERS AND DISCOUNTS THEY RECEIVE BY MAIL utilities
Reach
Frequency
 Lifespan
Source: JICMAIL, Kantar TNS Q to Q1 2018, Addressed advertising, Utilities (Special offer or discount and Vouchers/coupons). Base 84

15. Addressed advertising mail
WITH REDUCED POSTAGE COSTS YOU CAN
REACH MORE CUSTOMERS
Addressed advertising mail
Christmas incentive
Postage
19p
11p
Print and production
20p
TOTAL cost per item
39p
31p
Customers reached with incremental £25k budget
64,102
80,645
Volume multiplier
x1.26
*For illustrative purposes only
The Christmas incentive is approximately 8p on average cheaper than normal addressed advertising mail.
If you were to send an extra £25k worth of advertising mail, with the Christmas incentive you will be able to reach
26% more customers than before.
Revise this slide

16. Addressed advertising mail
BOOST YOUR ROI FOR THE SAME CAMPAIGN
COSTS AS BEFORE
Addressed advertising mail
Christmas incentive
Test Volume
64,102
80,645
Required Response Rate
1.00%
Number of Responders
641
806
Postage
£0.19
£0.11
Print and production
£0.20
Cost Per Item
£0.39
£0.31
Total Cost
£25,000
Average Contribution Per Responder
£50
Total Expected Contributions
£32,051
£40,300
Profit/Loss
£7,051
£15,300
ROI
£1.28
£1.61
*For illustrative purposes only
With 26% more customers targeted, you will see an increase in responses for the same cost, boosting your campaign ROI

17. WHAT ARE THE PRACTICALITIES?

18. KEY INFORMATION ABOUT THIS INCENTIVE
Only available on Advertising Mail Low Sort Economy Mailmark Letters.
The incentive will be in effect from 19th November to 28th December.
All items must have a machine readable Mailmark barcode on them.
For mailings handed over to Royal Mail between 19/11/18 and 28/12/2018. Last application date is 20/12/2018. 4
DAYS
The only format that is accepted for this discount is letters. For postcards, please achieve the specification detailed in the Ts&Cs and Annex 1 of this presentation .
Post at least 40,000 incremental items to qualify for this incentive.
40K
items
Letters must be submitted in trays to ensure sorting is quick and easy.
Discounts are paid as postage credits that will be valid for 12 months.

19. HOW TO APPLY FOR THIS INCENTIVE

20. HOW TO APPLY
Either directly or through an agent, download and complete the one page application form at
the completed application form and evidence of incremental volume to
Please include the following evidence to demonstrate incremental volume:
12-month mailing/campaign plans dated before and after the announcement of the incentive showing volume that was in the plan; and
Dated internal communication showing the decision-making process agreeing to use the incentive; or internal business case showing an increase in advertising budget to accommodate more volume; OR
If you do not have any of the above, we require an from a director of the company confirming that the volume is incremental and that it is only being posted because of the incentive.

21. THE APPLICATION PROCESS
RECEIVE YOUR DISCOUNT
Once your mailing has been sent, you will receive your discount in the form of postage credits after completing the postage credit application form
SEND US YOUR FORM
your completed form to
COMPLETE APPLICATION FORM AND SUBMIT EVIDENCE
Fill out the application form attached with your information, company details, proposed volume and product specification
POST YOUR COMMUNICATIONS
Print your communications
REDEEM ON FUTURE MAILINGS
Use your postage credits on any future mailings you post with Royal Mail

22. VALIDATION PROCESS
Sales team meet prospective customer and provides guidance regarding evidence of incrementality
Sales submit evidence with completed application form to group incentive team
Customer submits evidence with completed application form to group incentive team
Insufficient evidence provided. Revisit evidence asap
Customer application accepted
Application and evidence stored in Sharepoint
Customer sent Ts&Cs
Returns Ts&Cs
Customer posts `

23. ANNEX 1 If sending postcards using Mailmark, you must ensure that:
(a)         each has been produced from a sheet of paper that is cut, folded twice and adhered on all sides to provide a rectangular finished mailpiece in landscape orientation that has 2/3 Ply thickness (the 3 Ply being at the bottom of the mailer); and
(b)         each adheres to the following specifications:
(i)           External dimensions – 210mm x 150mm (a manufacturing tolerance of ± 2mm is permitted)
(ii)          Paper Weight – gsm
(iii)         Paper thickness – ≥ 0.18mm
(iv)        Finish – Matt or Silk
(v)         the first fold creates an internal flap that is 66mm deep (a manufacturing tolerance of ± 2mm is permitted), and the second fold forms another flap that covers the internal flap and ends 1mm short of the bottom (reference) edge;
(vi)        a permanent and continuous adhesive seal of 15mm width (a manufacturing tolerance of ± 2mm is permitted) is required on 3 sides of the mailpiece; and
(c)          each of the following additional requirements are met:
(i)           the adhesive goes to the edge of the mailpiece.
(ii)          the adhesive is ≤ 80 microns thick.
(iii)         the glue has not seeped onto the outside of the mailpiece, and must not produce protruding mounds on the mailpiece;
(iv)        the glue is not brittle, or designed to be easily broken; 
(v)         the peak peel adhesion strength of the glue must be ≥ 0.4N;
(vi)        the cure time for the glue must be sufficient to ensure that it has fully cured prior to posting; and
(d)         each is flat and not curled when presented to us.

24. THANK YOU