INTRODUCING OPEN FOR BUSINESS FROM ROYAL MAIL A
INTRODUCING OPEN FOR BUSINESS FROM ROYAL MAIL A NEW INCENTIVE TO SUPPORT UK BUSINESSES May 2020 MAIL IS REMEMBERED Classified: RMG – Internal MAIL STAYS IN THE HOME MAIL DELIVERS LASTING RESULTS MAIL REACHES EVERYONE MAIL IS TRUSTED
CONSUMERS WANT BRANDS TO SUPPORT THEM Only 8% of consumers think brands need to stop advertising right now but they want them to behave in a certain way 78% Believe brands should help them in their daily lives 75% Said brands should inform people of what they’re doing 74% Said companies should not exploit the situation 2 Source: Global Survey March 2020 (35 k consumers) Classified: RMGKantar – Internal
HOW SOME BRANDS HAVE RESPONDED IT’S HUGELY CHALLENGING FOR EVERY SECTOR Using its courier service to deliver food and medical supplies to the elderly Offered refunds on holidays and cruises and offered 2 cruise liners to NHS as hospitals Premier Inn opened their hotels up to keyworkers. And offered customers full refunds or the flexibility to rebook for future stays. Initially wanted £ 10 fee to freeze membership, now offering this for free The first to offer priority shopping times for vulnerable people Is offering 2 months’ credit as there’s no sport playing, but you have to request the credit Burberry repurposed their trench coat factory in Yorkshire to make nonsurgical gowns and masks for the NHS 3 Classified: RMG – Internal
MAIL DRIVES PROFITABLE OUTCOMES ONE THIRD OF PEOPLE TAKE SOME FORM OF COMMERCIAL ACTION 33% Commercial Actions include: § Buying something/making a payment § Using a voucher/discount code § Planning a large purchase § Discussing with someone § Visiting the sender’s shop office § Going online for more information § Looking up their account details § Using a tablet or smartphone § Calling the sender 4 Source: Classified: RMGJICMAIL – Internal. Q 2 2017 – Q 1 2019, Business Mail & Advertising Mail, n=72595
MAIL HAS HIGH ENGAGEMENT RATES ACROSS ALL SECTORS Engagement = % of mail processed in some way ie opened, read, sorted, put aside for later, filed, put on display or put in the usual place 100% 96% 99% 93% 98% 93% 91% 80% 70% 60% 50% 40% 30% 20% 10% 0% n = 3, 222 n = 3, 070 n = 6, 909 n = 5, 186 n = 8, 505 n = 3, 630 n = 3, 483 n = 3, 081 Charity Publishing Mail Order/ Online Retailer Dental/ Chemist/ Optical High Street Retailer Supermarket Travel/ Tourism TV/ Broadband/ Landline/ Mobile Source: Classified: RMGJICMAIL – Internal. Q 2 2017 – Q 1 2019, Business Mail & Advertising Mail n = 2, 809 5
MAIL DRIVES COMMERCIAL ACTIONS PEOPLE ACT ON MAIL THEY RECEIVE FROM ALL SECTORS 50% 45% 46% 40% 35% 33% 30% 25% 28% 25% 24% 20% 15% 26% 10% 5% 0% n = 3, 222 n = 3, 070 n = 6, 909 n = 5, 186 Charity Publishing Mail Order/ Online Retailer Dental/ Chemist/ Optical n = 8, 505 High Street Retailer n = 3, 630 Supermarket n = 3, 483 Travel/ Tourism n = 3, 081 n = 2, 809 TV/ Broadband/ Landline/ Mobile 6 Source: Classified: RMGJICMAIL – Internal. Q 2 2017 – Q 1 2019, Business Mail & Advertising Mail
WHATEVER THE BRAND MESSAGE MAIL CAN HELP TO DELIVER IT PRECISELY AND WITH IMPACT CRITICAL SUPPORTIVE ON HOLD Put critical information into people’s hands Provide information about store opening times, support available Communicate what changes you’ve made and convey the customer benefits Give details on how to access your services and who it is helping Show you are committed to your customers and give them an offer when the crisis is over Discount voucher or preferential booking Guide people to online options Use QR codes to make it easy to find the information or guides for older audiences Remind lapsed audiences of what you offer Give updates on services or news to engage them Update on how the brand is responding for staff Making services available Deliver targeted messages to key audiences – highly tailored Provide benefits to loyal customers and ways to use rewards/benefits Offer new reasons to consider your brand Home delivery, online content, what’s critical to you now e. g. donations Messages about how you are supporting the community; fundraising, delivering, volunteering 7 Classified: RMG – Internal
INCENTIVE PARAMETERS ■ This is an incentive for unprecedented circumstances ■ These are based on the current restrictions and how these are affecting different sectors at this moment in time ■ Therefore Royal Mail has not applied any previous campaign or volume benchmark, it applies to any new mailing ■ Prices do not include Access carrier costs, speak to your Access provider for the final unit price 8 Classified: RMG – Internal
WHO IS ELIGIBLE EXAMPLES OF SECTORS THIS OFFER WILL BE AVAILABLE TO* Retailers forced to close bricks and mortar and wanting to drive online sales Any mail from brands in the ‘away from home’ entertainment sector using mail to drive sales Classified: RMG – Internal Any charity who wants to use mail primarily to raise funds Any mailing from a magazine publisher promoting subscriptions Any mailing to support consumers’ physical or mental well being Any travel or leisure firm sending mail to drive business * Terms and conditions apply. Please refer to full eligibility list 9
AND NOT SECTOR SPECIFIC… A RANGE OF USES FOR ANY BRAND Mailing to replace a channel that is no longer able to reach your audience due to closures * Terms and conditions apply. Please refer to full eligibility list Classified: RMG – Internal Or you simply want to communicate that whilst you might not be there right now, you will be back 10
PRODUCTS SUMMARY ROYAL MAIL WHOLESALE FORMAT ROYAL MAIL WHOLESALE PRODUCT DESCRIPTION WEIGHT RANGE POSTAGE RATE* IN TRAYS POSTAGE RATE* IN BAGS Letter Access STD Advertising Mail 70 Mailmark 0 -100 g 12 p Letter Access STD Responsible Mail (ENT/INT) 70 Mailmark 0 -100 g 12 p Letter Access STD Partially Addressed 70 Mailmark 0 -100 g 12 p Letter Access STD Advertising Mail 1400 Manual 0 -100 g 16 p 16. 3 p Letter Access STD Advertising Mail (ENT/INT) 1400 Manual 0 -100 g 16 p 16. 3 p Letter Access STD Advertising Mail 70 Manual 0 -100 g 18. 3 p 18. 6 p Letter Access STD Responsible Mail (ENT/INT) 70 Manual 0 -100 g 18. 3 p 18. 6 p Large Letter Access STD Advertising Mail 70 Mailmark 0 -100 g 20 p Large Letter Access STD Responsible Mail (ENT/INT) 70 Mailmark 0 -100 g 20 p Large Letter Access STD Partially Addressed 70 Mailmark 0 -100 g 20 p Large Letter Access STD Advertising Mail 70 Mailmark 101 -250 g 25 p Large Letter Access STD Responsible Mail (ENT/INT) 70 Mailmark 101 -250 g 25 p Large Letter Access STD Partially Addressed 70 Mailmark 101 -250 g 25 p * Subject to terms and conditions. You will be charged at the current Access rate-card price, and awarded eligible postage credits at the end of the incentive period. The rates shown exclude any additional Upstream charges added by your chosen Access Provider. 11 Classified: RMG – Internal
KEY DATES OPEN FOR BUSINESS INCENTIVE 6 May 2020 11 December 2020 20 May - 31 Dec 2020 OPENING DATE APPLICATION DEADLINE VALID MAILING DATES 12 Classified: RMG – Internal
MANDATORY REQUIREMENTS HIGH LEVEL REQUIREMENTS FOR OPEN FOR BUSINESS INCENTIVE For Mailmark Advertising Mail, Responsible/Sustainable & Partially Addressed Letters and Large Letters up to 250 g Post at least 20, 000 items to qualify for this incentive No postcards (Single piece mailers are allowed) 20 May 2020 to 31 December 2020 Trays only. * Letters must be submitted in trays to ensure sorting is quick and easy Postage credits paid as credit voucher or into customers’ posting account. Credits will be valid for 12 months Letters posted as Unwrapped or Polywrapped are eligible for our Manual/1400/High Sort product Applications are capped at 1 m items * Bags are permitted if posting manual unwrapped or polywrapped letter items 13 Classified: RMG – Internal
THE APPLICATION PROCESS APPLY ONLINE FOR YOUR CREDIT AND RECEIVE YOUR DISCOUNT Once your mailing has been sent, you will receive your discount in the form of postage credits 12 MONTHS You have 12 months to redeem your credits ROYAL MAIL CONFIRM YOUR ACCEPTED VOLUME COMPLETE ONLINE APPLICATION FORM POST YOUR COMMUNICATIONS Fill out the application form with your information, company details, proposed volume and product specification Print your communications Classified: RMG – Internal Apply online: https: //www. royalm ail. com/business/m arketing/mail/generi c-incentive/cv 19 REDEEM ON FUTURE MAILINGS Use your postage credits on any future mailings 14
ELIGIBILITY THIS GUIDANCE DOCUMENT SETS OUT THE ELIGIBLE MAIL USES, THAT MUST BE POSTED UNDER THE INCENTIVE AS A RESPONSE TO THE COVID-19 PANDEMIC, WHICH WILL QUALIFY FOR POSTAGE CREDITS UNDER THE OPEN FOR BUSINESS INCENTIVE § § Any mailing from a brand in the Travel and Tourism sector to promote purchase/products. § Any mailing of a catalogue or brochure from a retailer forced to close its doors, which encourages a consumer to visit their website to purchase, or promotes availability of home delivery. Only retailers with historical on -line sales at less than 70% of total sales are eligible. Any mailing from a brand in the ‘away from home’ Entertainment sector to promote future/rescheduled activity. For example, Cinema, Theatre, Festivals and Restaurants. § § Any mailing from a brand to vulnerable customers to support their physical or mental wellbeing. Any mailing from a retailer previously forced to close its doors promoting store opening arrangements § § Any mailing from a Charity with the primary purpose being a request for donations. Any new mailing from a brand to reassure and thank consumers/customers in-light of the impact of Covid-19 as the mailers primary purpose. § Any new mailing from a brand promoting additional product benefits where the original product is unable to be fully utilised due to Covid-19. For example, 3 free months in car breakdown cover or cash back from vehicle insurers to recognise under use of insurance premium. § Any new mailing from any company to its client base promoting safety on-line with respect to preventing fraud as part of a Covid-related ‘care/service’ message to current customers. § Any mailing adding a new stage in an established customer journey with the primary purpose of promoting the advertiser’s products or services. § Any mailing from a retailer forced to close its doors, sending a direct mail letter which encourages a consumer to visit their website to purchase, or promotes availability of home delivery. § Any new mailing which was necessitated by a brand’s current media channel (for example Cinema, In-Store, Out of Home) being unable to provide the reach required due to Covid-19. § Any mailing from a magazine publisher or newspaper promoting direct to home subscriptions. 15 Classified: RMG – Internal
THANK YOU MAIL IS REMEMBERED Classified: RMG – Internal MAIL STAYS IN THE HOME MAIL DELIVERS LASTING RESULTS MAIL REACHES EVERYONE MAIL IS TRUSTED 16
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