open for business ! why is mail the right channel? · any charity who wants to use mail primarily...

Classified: RMG – Internal

MAIL ISREMEMBERED

MAIL STAYSIN THE HOME

MAIL DELIVERSLASTING RESULTS

MAIL REACHESEVERYONE

MAIL ISTRUSTED

OPEN FOR BUSINESS !

WHY IS MAIL THE RIGHT CHANNEL?

June 2020


NEW INCENTIVES FOR ADDRESSED MAIL

2

■ We are in unprecedented times. Right now 55% of people are working from home* and many businesses

are trying to establish when they can reopen, and what they need to do to inform their customers when

the time comes

■ Royal Mail has created a range of incentives to support organisations with the impact of the current

coronavirus pandemic.

■ This deck informs you of the incentives available, the criteria required to apply and the online application

process.

■ In addition, we have attached a number of slides that provide current insight on the use of Addressed Mail

to help support you when holding conversations with your customers and prospect customers

■ We have improvements to our Mailmark specifications in conjunction with new Royal Mail specifications

available. From 7 September 2020 to helping clients achieve the better pricing through the new Mailmark

Economy Service.


SUMMARY OVERVIEW OF ALL ADDRESSED MAIL

3

Stage Profile Solution Offer Volumes Eligible products

New Covid

incentives

For customers sending Covid-19

related mailing/s or planned

mailings at risk of going digital

due to Covid-19

Covid 19 One-off mailing Discount off rate card

Minimum 1k

(4k letters for

presorted mail)

Business Mail, Advertising Mail

PAM & Subscription Mail

Covid 19 Multi-mailing Discount off rate card

Minimum 1k

(4k letters for

presorted mail)

Business Mail, Advertising Mail

PAM & Subscription Mail

For customers sending Covid-19

related mailing

Group Open for Business

Incentive

Postage credit for letters

postage credit for LLMinimum 20k Advertising Mail & PAM

First time

userNot used advertising mail previously

or at least in the past 24 monthsGroup First Time User

Postage credit for first 3 mailing

in a 12 month periodMinimum 5k Advertising Mail only

Test &

learnExisting user, keen to try new

techniques to improve ROI

Group Advertising TIS Postage credit Minimum 10k Advertising Mail only

Group Business TIS Postage credit Minimum 10k Business Mail and Pubs & Subs

RetentionNew / established user seeking

more competitive price to defend

against digital or channel switching

Unsorted Volume Commitment

Discount off rate card for

customers who commit to

sending the same volume as last

year

Minimum 50k Business Mail and Advertising Mail

Business Mail Advanced

Special PricingDiscount off BMA rate card prices

Min 250 items per

posting

Business Mail Advanced only

(Meter or Account)

Local Mail (Account) Discount off BMA rate card pricesMin 250 items per

postingLocal Mail only

Local Mail (Meter) Discount off BMA rate card pricesMin 500 items per

postingLocal Mail only

Group Publishing Volume

CommitmentPostage credit Minimum 250k

Publishing and Subscription Mail

only

GrowingSteady user with resource to grow

channel usage incrementallyGroup Incentive for Growth

Postage credit on incremental

volume above a baseline

Min incremental

volume:

Letters - 150k

Large Letters - 75k

Advertising Mail onlu

(If growing YR2 & YR3 IFG’s

available)


NEW ROYAL MAIL RETAIL LETTERS INCENTIVE

4

▪ Covid 19 One-Off Mailing Incentive for

unprecedented circumstances.

▪ A single mailing that is posted in response to

the Covid-19 pandemic

▪ The mailing will receive a 10% discount

▪ Minimum volume 1,000 items

▪ Eligible products include Advertising Mail,

Business Mail, Partially Addressed and

Subscription Mail

▪ To be eligible for the incentive, mailings must

be on the posting clients account

▪ Final date for applications is 27th September

OPENING DATE

1 June

2020

APPLICATION DEADLINE

27 September

2020


CONTINUED……

5

OPENING DATE

1 June

2020

APPLICATION DEADLINE

27 September

2020

▪ Covid 19 Multi-Mailing Incentive for a customer

sending two or more mailings that are posted in

response to the Covid-19 pandemic

▪ The mailing will receive a 10% discount

▪ Minimum volume 1,000 items

▪ Eligible products include Advertising Mail,

Business Mail, Partially Addressed and

Subscription Mail

▪ To be eligible for the incentive, mailings must be

on the posting clients account

▪ Final date for applications is 27th September


WHO IS ELIGIBLE

6

EXAMPLES OF SECTORS THIS OFFER WILL BE AVAILABLE TO*

Retailers forced to

close bricks and

mortar and wanting to

drive online sales

Any charity who wants

to use mail primarily

to raise funds

Any mailing from a

magazine publisher

promoting

subscriptions

Any travel or leisure

firm sending mail to

drive business

Any mail from brands

in the ‘away from

home’ entertainment

sector using mail to

drive sales

Any mailing to support

consumers’ physical

or mental well being


AND NOT SECTOR SPECIFIC…

7

A RANGE OF USES FOR ANY BRAND

Mailing to replace a

channel that is no

longer able to reach

your audience due to

closures

Or you simply want to

communicate that whilst

you might not be there

right now, you will be

back

http://www.dmcsmarketing.co.uk/


8

For Data requests:

The Royal Mail Account Manager will pass the application to

the Royal Mail Data Sales team who will contact the customer

and the DMCS directly

The DMCS Account

Manager will submit the

completed application for

the customer

The Royal Mail Account Manager

will help with all internal approvals.

Once approved the

customer will receive the

T&Cs

The Royal Mail Account Manager

will work with the customer and the

DMCS to complete the application

form – information needed will be

products used, posting dates and

account for the posting incentive

Application processCovid19 One-Off and Multi-Mail Discounts

Mailing can commence


THE CURRENT

PICTURE AND ROLE

FOR ADDRESSED

MAIL


THE WORLD HAS CHANGED AND WE WON’T BE GOING BACK

TO THE WAY THINGS WERE ANYTIME SOON

10

CV-19 has forced every business and organisation to rethink their;

- Purpose and offer

- Ability to flex and adapt

- Role in consumers’ lives

We won’t go back to the way things used to be anytime soon

We have evolved to a ‘new normal’


BRANDS ARE PLANNING FOR CHANGE

11

• More than a third of UK marketers (34%) expect to see

demand for their brand’s products and services slump by

more than 50% over the next two quarters.

• 48% of marketers say they expect to introduce a product

or service innovation in response to the outbreak

• 42% plan to make changes to their customer

communications

• As the world prepares for a deep recession forecast to be

“Worst recession since Great Depression”

Source: Marketing Week Econsultancy April 2020, Base: 850 Global marketers


WE CAME INTO LOCKDOWN QUICKLY, BUT COMING OUT

IS PROVING SLOWER…

12

The impact will remain for some time

Many shops may never reopen

Home delivery usage will continue

Travel must reconfigure for safety

People may maintain virtual experiences and shopping rather

than leaving home

Working from home will continue

Vulnerable audiences may remain isolated

Government support will need to adapt for new and changing

needs.

“Fewer than one in five of the British public believe the time is right to consider reopening schools,

restaurants, pubs and stadiums.”

Observer/Opinium research interview of 2000 UK adults 29th April – 1st May 20202


PEOPLE ARE STARTING THE ‘NEW NORMAL’

13

59% 30%

Plan to start visiting shops

immediately/very/quite

quickly once they reopen

Plan to prioritise vacations and

trips as the first large purchase

they plan to make.

Clothes are next at 11%

Source: Global Web Index Coronavirus research April 2020 Wave 3, Base 1144 UK internet users 16-64


BUT THEY ARE TAKING A LONG TERM VIEW

14Source: Global Web Index Coronavirus research April 2020 Wave 3, Base 1144 UK internet users 16-64

• Think CV-19 outbreak will last 6 more months or longer in the UK (from late April 2020)57%

• Have delayed a purchase. Vacations are top 46%

• Clothes 25%, vehicle 15%, home appliances and home furnishings 13% each.

69%

• Plan to start visiting shops immediately/very/quite quickly once they reopen59%

• Say they will be influenced to buy from brands that helped people during the outbreak33%

They expect to see

changes to their

behaviour and

expect to have

their brand choices

be influenced by

those who helped

in the crisis.


BRANDS MUST DO MORE THAN TURN THE LIGHTS ON

15

IT WILL REQUIRE CONSIDERATION OF CONSUMERS’ RATIONAL AND EMOTIONAL NEEDS

Trust

SafetyHow business

has changed

Feeling of

being Valued Brand choices

Reliability


A CHANGED MEDIA LANDSCAPE

16

Choices will need to be made

■ Outdoor, cinema and experiential channels

have and will continue to suffer in social

distancing

■ Channel approaches and budgets will be

in flux over time as audience behaviours

and media usage adapts and recovers

■ Businesses will need to phase messaging

to match their plans out of lock down

■ More than ever before, media choices will

be measured on delivering tangible results

and ROI

Where to find and engage audiences?


HOME IS THE NEW ‘SAFE SPACE’ AS ‘OUT’ CONTINUES TO POSE A THREAT

17

Home will remain our safe

place for some time.

Where people will still be

spending much of their time

Where families will gather

when they are allowed to

come together

Where we have developed

new home behaviours and

comforts


MAIL IS THE MEDIUM OF HOME

18

The only medium specifically designed to reach

people in their home

It allows businesses to connect:

■ Safely

■ Personally

■ Physically

Even when businesses may still need to remain at a

distance.


NO OTHER MEDIUM DELIVERS SO MUCH IN A

WELCOME, TRUSTED AND RESPONSIVE CHANNEL

19

• It reaches people in their homes – a place that has

become ever more important

• It is personal and targeted – letting you speak to the

right people at the right time

• It is opened, engaged with and kept – people open

and read their mail

• It shapes customer behaviour – influencing brand

attitudes and actions as they change

• A physical connection in the absence of face to face

channels

• It is a tangible and creative medium – physicality at a time of

constant change

• It adds power to integrated media plans - with an especially

close link to digital

• It connects with customers making them feel recognised and

valued

• Mail can be delivered at speed – with programmatic and

hybrid solutions

• It is measurable and scalable

Mail creates a human connection Mail delivers a customer connection


Of mail is

processed

Of mail is still

active in the home

after 28 days

MAIL DELIVERS A HUMAN CONNECTION

20

Direct Mail Reach

Direct Mail Frequency1.14

4.18

49%91%

JICMail Insight

Mail is personal, as it:

Arrives in the home

For and about the household

Gets full attention and is shared

Allows recipients to read and act

in their own time

Delivers physical reminder of a

brand


MAIL DELIVERS A CUSTOMER CONNECTION

21

Brand in the hand

Room to tell your full story

A powerful link to digital

Adds reach and frequency

Test, track and measure

Programmatic and hybrid mail


MAIL DRIVES BRAND BUILDING AND RESPONSE

22

63%

agree that personally relevant content improves

how they feel about the brand associated with it

People take action in response to mail

Commercial actions per 1000 mail items

58%

see brands in a more positive light when they provide

content that matches their interests


MAIL LOVES TECHNOLOGYPRINT & DIGITAL CAN FORM AN INNOVATIVE PARTNERSHIP FOR BRANDS

Delivering personal, direct, seamless & immersive customer engagement

A opportunity to support and expand brands’ digital connections while physical connections are restricted


MAIL DELIVERS IN A MULTI-MEDIA STRATEGY…

Mail integrates well with brand channels to activate the brand

message when sequenced after ATL campaigns (such as TV,

press, radio, outdoor)

Neuroscience has proven how mail and social media work

effectively together – mail received after a social media

campaign can encode social media messaging.

In a previous neuroscience study, we found that mail has a

stronger impact on long-term memory encoding and

engagement than TV advertising


BUNCHES USED MAIL TO CONNECT ON MANY LEVELS

25

Sent to ‘valued’ members of the

Bunches family, the letter:

• Delivered ‘happiness’ plus a ‘we are

open’ message and contact

information

• Encouraged communication

• Offered activities for now

• And planted long term brand

engagement with sunflower seeds


MAIL MESSAGING CAN SUPPORT REDEVELOPMENT

ACQUISITION

• Build awareness of reopening

• Update on change in offering or availability

• Drive customers to store or website

• Invitation to launch event

• Incentive to access or purchase

RETENTION

• Re-engage with customers (from before or during CV-19) to

announce reopening, business changes etc

• Deliver incentive to draw previous customers back

• Update on what to expect now

• Get previous activity back to ‘normal’ – renewals, service

levels, timings

• Explain how your brand has helped customers and the UK

LOYALTY

• Recognise loyal customers for their support

• Rebuild previous behaviour

• Incentivise and reward

• Invitation to loyal customer event

• Build direct engagement with brand

• Outline your business evolution and the benefits that has delivered for customers

• Deliver tangible loyalty benefit

Along the customer journey


MAIL ISREMEMBERED

MAIL STAYSIN THE HOME

MAIL DELIVERSLASTING RESULTS

MAIL REACHESEVERYONE

MAIL ISTRUSTED

THANK YOU FOR TAKING A LOOK THROUGH……

PLEASE EMAIL IF YOU WOULD LIKE CLARIFICATION OR FURTHER INFO.

+44 7860 224923

[email protected]

https://www.linkedin.com/in/chrishallett1

www.dmcsmarketing.co.uk

27

mailto:[email protected]?subject=Postal%20Incentives

https://www.linkedin.com/in/chrishallett1

http://www.dmcsmarketing.co.uk/

open for business ! why is mail the right channel? · any charity who wants to use mail primarily...

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