1.
IT’S ALL ABOUT MAIL
Working together to create great 1 to 1
relationships with your customers
May 2014
AND EMAIL

2.
THE IMPACT OF THE
DIGITAL REVOLUTION
2

3.
A LOT HAS HAPPENED IN 7 YEARS
3
1. Ofcom, The International Communications Market, 2007
2. Compete, Millward Brown Digital
3. Facebook User Stats, July 2009
4. Ofcom, Communications Market Report, 2012
5. Ofcom, Communications Market Report, 2013
6. Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013
7. TGI, Kantar Media, 2013
8. IPA Touchpoints 5, 2014
9. Twitter.com, May 2014

4.
4
THE AMOUNT OF MONEY SPENT ON DIGITAL
HAS GROWN ENORMOUSLY
Many consumers are feeling overwhelmed by email
1. IAB/PwC, Digital Adspend study, 2014
2. Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013
Question asked (S3Q4): Please tell me which of the following apply to the way you manage your inbox. “I receive too many emails”. (Base: all respondents n=1,000)
£6.3bnUK digital advertising
spend 20131
70%say “I feel that I
receive too many emails”2

5.
5
CONSUMERS ARE BECOMING LESS
ENGAGED WITH EMAIL
1. DMA National Email Benchmarking Report, 2013
2. Litmus Email Analytics, 2013
21%open acquisition emails1
51%of emails are deleted within
two seconds2
29%open retention emails1

6.
CONSUMERS SEE MAIL AND
EMAIL AS DIFFERENT AND
LIKE TO RECEIVE BOTH
6

7.
MAIL AND EMAIL HAVE VERY DIFFERENT
7
Mail is good for substance and email for speed.
CHARACTERISTICS
Royal Mail MarketReach, Mail and Digital Part 2, Quadrangle, 2014
Question asked (S3Q10): Please choose the words that you most associate with the different ways that [industry sector] communicate with you? Base: All respondents n=2375
Email
Quick 302
Spontaneous 244
Informative 217
Smart 214
Informal 209
Interesting 223
Mail
Formal 360
Official 321
Important 274
Considered 288
Informative 235
Personal 214
Believable 278
Reliable 253
Numbers = Index
(Average 100)

8.
8
MAIL MAKES RECIPIENTS FEEL MORE
VALUED THAN EMAIL
Helping you earn time with your target audience.
Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013
Question asked (S4Q4): Thinking just about the messages you get from businesses, please tell me whether you think [statement] is most true of mail, or of email in your opinion? Base:
all respondents (n=1,000)

9.
9
AS DIGITAL USAGE HAS GROWN, THE CORE
STRENGTHS OF MAIL HAVE INCREASED
% Growth
2007 – 2013
+31
+22
+20
+3
Royal Mail, D Loves E, Quadrangle, 2007
Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013
Question asked (S4Q4): Thinking just about the messages you get from businesses, please tell me whether you think [statement] is most true of mail, or of email in your opinion? Base: all
respondents (n=1,000)

10.
AND THEY NOT ONLY OPEN MAIL, THEY
10Royal Mail MarketReach, Media Moments Ethnographic Quant, Trinity McQueen, 2014
Question asked: What did you do with [Item type]? (Base: all receiving item described, n=192-463)
Advertising
mail is kept for
17 days
on average
INTERACT
69%
56%
55%
43%
43%
43%
43%
INTERACT WITH IT AND KEEP 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
Leaflet without an address about a promotion/offer
Brochure from a company not ordered from before
83%
71%
69%
60%
59%
54%
54%
OPEN

11.
EMAIL IS A MEDIUM OF CONVENIENCE
11
Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013
Question asked (S4Q6): Thinking just about the messages you get from businesses, please tell me whether you think [statement] is most true of mail, or of email in your opinion?
(Base: all respondents n=1,000)
It is easy to respond to.

12.
12
CONSUMERS KNOW WHEN THEY WANT
MAIL AND WHEN THEY WANT EMAIL
Preference for mail versus email
21%
Brochures and catalogues
Welcome packs
Bills or statements
Loyalty rewards
Issues or complaints
Information from companies
not used before
Other products and services
Confirmation or follow-up messages
News and updatesReminders
63%
62%
53%
49%
40%
23%
26%
27%
42%
36%
43%
54%
57%
62%
39%
26%
22%
21%
17%
Email Mail
Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013
Question asked (S4Q2): How do you prefer to hear from companies that you have/have not used before for [item] (Base: all respondents n=1,000)

13.
THEREFORE MAIL AND EMAIL WORK ON
13
But in ways which complement each other
Quick Informal
Good for
follow-up
Easy to
respond to
Email
Grabs
attention
Considered
and
informative
Gives a
better
impression
Makes
recipient feel
valued
Mail
DIFFERENT LEVELS

14.
CONSUMERS MOVE BETWEEN
PHYSICAL AND ONLINE WORLDS,
BETWEEN MAIL AND EMAIL
14

15.
BOTH MAIL AND EMAIL HAVE THE POWER
15
Despite this being seen more recently as email’s domain
44%say this of email
42%say this of mail
“I am more likely to do something as a result of it”
Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013
Question asked (S4Q4): Thinking just about the messages you get from businesses, please tell me whether you think [statement] is most true of mail, or of email in your opinion?
Base: all respondents (n=1,000)
TO DRIVE CONSUMERS TO ACTION

16.
SENDING OUT MAIL DRIVES
16
And mobile is making it easier than ever for people to do this
43%
download
something
54%
engaged in
social media
87%
influenced to
make online
purchases
92%
driven to
online or digital
activity
86%
connected
with business
As a direct
result of
receiving mail
Royal Mail MarketReach, Mail and Digital Part 2, Quadrangle, 2014
Question asked (S4Q1): How often have you done each of the following online as a direct result of receiving mail from a business or organisation. Base: All (n=2,375)
CUSTOMERS ONLINE

17.
17
THE DIGITALLY ACTIVE1 ARE MORE
RESPONSIVE THAN AVERAGE TO MAIL
1.People who browse throughout the day
Royal Mail MarketReach, Mail and Digital Part 2, Quadrangle, 2014
Question asked (S2Q1a): On average, how often do you use the internet for personal reasons (i.e. not for work) (Base: all respondents – n= 2375)
Question asked (S4Q1): How often have you done the following online? (Base – frequent browsers, n=711)
84%
driven to the
sender’s new
products and
services
(Index vs. population =
101)
35%
‘followed’ the
sender on
Twitter
(Index vs. population =
142)
46%
shared
information on
social media
(Index vs. population =
126)
73%
sent an email
to the sender
(Index vs. population =
107)
50%
downloaded
the sender’s
‘app’
(Index vs. population =
129)
As a direct
result of
receiving mail

18.
INTEGRATING MAIL AND EMAIL
OF YOUR COMMUNICATION
MAXIMISES THE EFFECTIVENESS
18

19.
19
CONSUMERS DON’T LIKE THE IDEA OF JUST
ONE COMMUNICATION CHANNEL
A combined approach resonates best
1.Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013;
Question asked (S4Q1): Overall, thinking generally about the communications you receive, would you say you prefer to be contacted by post, email or a combination of both? (Base: all
respondents n=2375)
2.People who browse throughout the day
3.Royal Mail MarketReach, Mail and Digital Part 2, Quadrangle, 2014;
Question asked to people who browse the internet throughout the day (S2Q6-9): Which communication method do you feel applies to the following: 'it makes me feel valued'? (Base: all browse
internet throughout day n=711)
4.Royal Mail MarketReach, Print Catalogues in a Digital World, Illuminas, 2013
Question asked (Q12): Please now indicate the extent to which you agree with each of the following statements (Base: All Respondents n = 1000)
51%prefer companies to use a combination
of both mail and email1
65%like to browse through both the
catalogue and online before
making a purchase4
56%of the more digitally active group2
say that “mail makes me feel valued”.
Only 40% say “an email
makes me feel valued”3

20.
20
ADDING MAIL TO THE MIX OPENS UP NEW
RESPONSIVE AUDIENCES
when compared to using email on its own
Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013
Question asked (S2Q5): In the last 6 months, have you taken any of the following action in response to the post you have received? (Base: All Respondents n=1,000)
Question asked (S3Q5): In the last 6 months, have you taken any of the following action in response to the email you have received? (Base: All Respondents n=1,000)
13%more consumers visited
sender’s website
35%more consumers redeemed
coupons or vouchers
21%more consumers
made purchases

21.
21
CAMPAIGNS THAT INCLUDE MAIL
ARE MORE EFFECTIVE
Campaigns with mail Campaigns without mail
Percentage difference between successful campaigns using mail vs without mail
+27% +40% +104%
IPA Databank meta-analysis conducted by Peter Field, 2013

22.
HOW YOU CAN APPLY
THESE INSIGHTS
22

23.
DELIVER ACROSS THE CUSTOMER JOURNEY
23
Interest
The
Customer
JourneyAll Customers – Use Both
Short reminder email and
follow-up with detail via mail
All Customers – Use Both
Send automated email to
acknowledge complaint and
follow up with a letter
(personalise for high value)
Win Back – Use Mail
Send a mail pack saying ‘We’re
sorry that you left’ and include a
voucher to encourage returning
All Customers – Use both
Send statements by mail, and for
cross selling; otherwise allow
customers to choose
Welcome – Use Both
Use email for confirmation and
login details, and mail for
registration forms, further
information and to showcase
other services
Influence – Use Mail
Use mail to send catalogues,
vouchers or discounts to cut
through and drive action
Set-up
& join
Statements
Decide
Updates &
Promotions
Renew
Leave
Complaints
All Customers – Use Email
Account updates and reminders
All Customers – Use Mail
Vouchers, coupons, minilogues
Prompt – Use Both
Use email for ‘pulse’ reminders and
mail for nudging specific action

24.
CONCLUSIONS
24
The real conclusion from the research is that you create the greatest
value when you combine mail and email. By doing this you take
advantage of their very different but highly complementary strengths.
 Combine the time that mail earns you with your customers with the
speed of email.
 Give customers something to think about.
 Show them that you care.
 Make it easy for them to act.

25.
CONCLUSIONS
25
In fact, adding mail to campaigns improves performance substantially.
Figures taken from an IPA Databank meta-analysis conducted by
Peter Field show that, of campaigns delivering high sales
performance, 27% more included mail than those that didn’t. Also,
when looking at campaigns that drove high acquisition levels, 40%
more included mail than campaigns which didn’t. Campaigns with
mail achieved over twice (104%) the market share growth than
campaigns without mail in the mix.
It all adds up. Mail and email together build better, more valuable
relationships.
“The use of Direct Mail as part of a multi-channel campaign
significantly boosts the short-term effectiveness and efficiency
of campaigns”
Peter Field, 2013

26.
RESEARCH SOURCES
26
 Compete, Millward Brown Digital
 DMA, National Email Benchmarking Report, 2013
 Facebook User Stats, 2009
 IAB/PwC Digital Adspend Study, 2014
 IPA Touchpoints 5, 2014
 IPA Databank meta-analysis conducted by Peter Field, 2013
 Litmus Email Analytics, 2013
 Ofcom, The International Communications Market, 2007
 Ofcom, Communications Market Report, 2012
 Ofcom, Communications Market Report, 2013
 Royal Mail MarketReach, D loves E, Quadrangle, 2007
 Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013
 Royal Mail MarketReach, Mail and Digital Part 2, Quadrangle, 2014
 Royal Mail MarketReach, Media Moments Ethnographic Quant, Trinity
McQueen, 2014
 Royal Mail MarketReach, Print Catalogues in a Digital World, Illuminas, 2013
 TGI, Kantar Media, 2013
 Twitter.com, May 2014
Our insights are based on the findings from a number of sources

27.
APPENDIX I
27
 Mail and Digital Part 1
We used an online survey to ask a panel of 1,000 individuals about the way they perceived
mail and email, and how they preferred companies to use the two media to communicate with
them. The results are representative of the UK population as a whole.
 Mail and Digital Part 2
We used an online survey to ask a panel of 2,375 individuals a series of questions about their
digital activity, their attitudes to different media, the way they preferred different kinds of
organisation to communicate with them at different times, and the things they have done
online in response to mail. The results are representative of the UK population as a whole.
 Print Catalogues in a Digital World
We used an online survey to ask a panel of 1,000 individuals about the way they interacted
with catalogues and how it affected the way they browsed and ordered online. The results are
representative of the UK population as a whole.
 Meta-Analysis of IPA Effectiveness Database
We gained access to the database of campaign results submitted to the IPA for its
effectiveness awards. We analysed 416 such campaigns, comparing those that used direct
mail (97) with those that did not (319), comparing them on a wide variety of reported metrics.
For each metric, only campaigns with directly comparable data were selected.

28.
APPENDIX II
28
 Media Moments Ethnography Quantitative
We asked a panel of 1,312 individuals a series of questions online about their actions around
mail, looking specifically at behaviours observed in the qualitative stage of the research.
Knowing that actual and stated behaviours differed, we made sure we were asking about the
former by instructing respondents to think about the mail they had in the house at the time of
answering – either mail from that day’s delivery or items that had been kept in the house for
some time. We asked them what they had done, or intended to do, with that specific day’s
mail. The results are representative of the UK population as a whole.
 DMA, From letterbox to inbox: Building customer relationships, fast.MAP 2013
fast.MAP asked a panel of 1,232 UK consumers 28 questions about their attitudes to
different media via an online questionnaire. The results are representative of the UK
population as a whole.
 Litmus Email Analytics 2013
Litmus are a monitoring company offering tracking and analytic services for users of email
marketing. They periodically collate the statistics generated from their clients in this way into
general reports.

29.
THANK YOU
NAME
Email / contact details
29