© JICMail

Interaction with mail by sector © JICMail

Defining the business sectors Our methodology The sectors for mail were developed with the consumers filling in the diary in mind. Four waves of testing helped to define sectors that panellists would understand and not based on out-dated standard industry classifications. These classifications have been shortened for the purposes of charts within this presentation. We do not capture any items categorised as being from Family member or friend, Employer, Other or Didn’t Open or Read. SENDER CATEGORIES TV / Broadband / Landline / Mobile Utilities Provider (Gas / Water / Electric) Financial and Insurance Services Letting or Estate Agent Local Tradesperson Car Dealer / Manufacturer Restaurant or Takeaway Supermarket or Grocery Store Retailer (e.g. Clothing / Household / Electrical, etc) Mail Order / Online Retailer Travel / Tourism / Attractions Magazine / Newspaper / Publisher Medical (NHS / Dental / Private Healthcare / Chemist / Optical) Government / Council Charity Religious Organisation Political Party SUMMARY Quadplay Utility Financial Services Letting /Estate Agent Tradesperson Automotive Restaurant /Takeaway Grocery Retail Mail Order/Online Retail Leisure Magazine/Newspaper Medical Government/Council Charity Religious Political = © JICMail

Interaction with mail by sector For addressed mail; Government/Council, Medical and Utilities mail is interacted with most frequently For door drops; Government/Council and Grocery mail are interacted with most frequently Retail, Financial Services and Mail Order/Online retail addressed mail are the most likely to still be live in the household after four weeks Supermarket and retail door drops are likely to stay around the longest For a full definition of addressed mail and door drop please see slide 18.

Addressed mail How do consumers interact with addressed mail by sector? January 2018 Copyright JICMail

Open rates for addressed mail by sector % Open rates for addressed mail for top categories © JICMail Source: Kantar TNS 2017 Base: Addressed Advertising mail items Q2+Q3 n=8,553

What is the reach by sector? Source: JICMAIL, Kantar TNS 2017. Base: Addressed mail items Q2+Q3 n=8,553 What is the reach by sector? Addressed mail is viewed by an additional 10 to 20 people per 100 packs Automotive, Political, Government/Council and Medical communications have the highest reach. In addition local Tradespeople and Financial Services achieve a reach of 1.2 per household. © JICMail Source: JICMAIL, Kantar TNS 2017. Base: Addressed mail items Q2+Q3 n=8,553

What is the frequency by sector? Source: JICMAIL, Kantar TNS 2017. Base: Addressed mail items Q2+Q3 n=8,553 What is the frequency by sector? Addressed mail achieves a frequency ranging between 3.3 to 4.8 The highest frequency occurs within Government/Council communications. Frequency is high also for Grocery, Retailers and Mail Order/Online Retailers. © JICMail Source: JICMAIL, Kantar TNS 2017. Base: Addressed mail items Q2+Q3 n=8,553

Addressed mail read, looked/glanced at Definition: Initially refers to what the panelists do with their mail immediately. Follow up actions can take place over the full 28 days the mail is being tracked in the home. % of addressed mail, read, looked or glanced at for top categories Items of mail which probably demand more immediate response are read, looked at and glanced at a higher rate. Sectors which include Utility information, Medical and Financial Services items. But in addition travel and tourism is read initially at over 50%, with a further 23% returning to it later. © JICMail Source: Kantar JICMAIL, TNS 2017 se: Addressed Advertising mail items Q2+Q3 n=8,553

Addressed mail put aside for later Definition: Initially refers to what the panelists do with their mail immediately. Follow up actions can take place over the full 28 days the mail is being tracked in the home. % of addressed mail put aside to look at later for top categories Mail Order/Online Retail items are most likely to be put aside to look at later. Government/Council communications are most likely to be put aside to look at later and to follow up on. © JICMail Source: JICMAIL, Kantar TNS 2017. Base: Addressed Advertising mail items Q2+Q3 n=8,553

Addressed mail that stays in the home longer than four weeks % of addressed mail still live after four weeks Mail Order/ Online Retail 11% Grocery 13% Financial Services 17% Retail 22% 27% of advertising mail is still live after four weeks. Here are some of the top categories for mail that lives in the home beyond 28 days. Live = not thrown or filed away Source: Kantar TNS 2017 Base: Addressed Advertising mail items Q2+Q3 n=8,553 © JICMail

Door drop How do consumers interact with door drops by sector? January 2018 Copyright JICMail

What is the reach by sector? Source: JICMAIL, Kantar TNS 2017. Base: Addressed mail items Q2+Q3 n=8,553 What is the reach by sector? Door drop is viewed by an additional 0 to 10 people per item Door drops achieve a reach of 1 person per household for the lower range of sectors but 1+ for Restaurants/Takeaway, Political, Grocery, Mail Order/Online Retail and Government/Council information is the highest at 1.2 reach. © JICMail Source: JICMAIL, Kantar TNS 2017. Base: Door Drop items Q2+Q3 n=4,563

What is the frequency by sector? Source: JICMAIL, Kantar TNS 2017. Base: Addressed mail items Q2+Q3 n=8,553 What is the frequency by sector? Door drop is returned to between 2.7 and 3.7 times Again, Government/ Council information tops the poll for door drop but closely followed by Grocery and Restaurant/ Takeaway and Political communications. Source: JICMAIL, Kantar TNS 2017. Base: Door Drop items Q2+Q3 n=4,563 © JICMail

Door drops read, looked/glanced at Definition: Initially refers to what the panelists do with their mail immediately. Follow up actions can take place over the full 28 days the mail is being tracked in the home. % of door drops, read, looked or glanced at for top categories Charity door drops have the highest rate of both initial reading, looking at or glancing at and also the highest follow up action too. © JICMail Source: JICMAIL, Kantar TNS 2017. Base: Door Drop items Q2+Q3 n=4,563

Door drop that stays in the home longer than four weeks % of door drops still live after four weeks Gov’t/ Council 6% Tradesperson 10% Retail 13% Grocery 19% 27% of door drops are is still live after four weeks. Here are some of the top categories for mail that lives in the home beyond 28 days. Live = not thrown or filed away Source: Kantar TNS 2017 Base: Door Drop items Q2+Q3 n=4,563 © JICMail

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Mail categories gathered and what is reported 1. Addressed mail 3. Business mail This can effectively come from any sector that we capture, from a supermarket to a financial and services business. It is classified as addressed mail if it clearly contains information about products and services, an offer or drive to web. Business mail can come from any sector but must contain a financial statement, bill, notification or reminder, rather than a selling message. We have gathered this data to understand the overall mail bag but also to help planners engaged in these types of communications. 2. Door drop 4. Commercial actions These are items which do not have an address and are not addressed to a “householder” or “occupant”. Again, of course, they will come from any sector and can be from any sender. There is also a raft of commercial activity we collect which cannot directly be linked to someone being exposed to the mail piece. We capture this in order to give a complete picture of the impact of mail over time. Provide key metrics for JICMail currency data Not included in core currency – provided for extra insight © JICMail

Defining reach and frequency Item reach refers to the number of people in a household who have been exposed to a mail item. When a mail item has been delivered, it is automatically assigned a reach of one on the assumption that the household co-ordinator will be exposed to that item through the act of sorting through the mail. The number of times a mail item has been interacted with based on the following list of interactions:   Frequency can be added over the entire twenty-eight day period that an item is considered ”live” within the home. Frequency Opened it Threw it away/recycled Read / looked at / glanced at it Took it out of the house e.g. to work Put it on display e.g. fridge / noticeboard Used / did something with the information Passed it on / left out for the person it’s for Put it in the usual place Put it aside to look at later © JICMail