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

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

WHAT IS THE ROYAL MAIL GROUP ADVERTISING MAIL CHRISTMAS INCENTIVE?

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.

WHAT ARE THE KEY METRICS?

PEOPLE ACT ON OFFERS AND DISCOUNTS THEY RECEIVE BY MAIL All sectors Reach Frequency  Lifespan Source: JICMAIL, Kantar TNS Q2 2017 to Q1 2018, Addressed advertising, (Special offer or discount and Vouchers/coupons). Base 5739

PEOPLE ACT ON OFFERS AND DISCOUNTS THEY RECEIVE BY MAIL Financial and insurance services Reach Frequency  Lifespan Source: JICMAIL, Kantar TNS Q2 2017 to Q1 2018, Addressed advertising, Financial and insurance services (Special offer or discount and Vouchers/coupons). Base 451

PEOPLE ACT ON OFFERS AND DISCOUNTS THEY RECEIVE BY MAIL Publishers Reach Frequency  Lifespan Source: JICMAIL, Kantar TNS Q2 2017 to Q1 2018, Addressed advertising, Publishers (Special offer or discount and Vouchers/coupons). Base 89

PEOPLE ACT ON OFFERS AND DISCOUNTS THEY RECEIVE BY MAIL Mail order/online retailer Reach Frequency  Lifespan Source: JICMAIL, Kantar TNS Q2 2017 to Q1 2018, Addressed advertising, Mail order/Online retailer (Special offer or discount and Vouchers/coupons). Base 962

PEOPLE ACT ON OFFERS AND DISCOUNTS THEY RECEIVE BY MAIL retailer Reach Frequency  Lifespan Source: JICMAIL, Kantar TNS Q2 2017 to Q1 2018, Addressed advertising, Retailer (Special offer or discount and Vouchers/coupons). Base 1837

PEOPLE ACT ON OFFERS AND DISCOUNTS THEY RECEIVE BY MAIL Supermarket or grocery store Reach Frequency  Lifespan Source: JICMAIL, Kantar TNS Q2 2017 to Q1 2018, Addressed advertising, Supermarket or grocery store (Special offer or discount and Vouchers/coupons). Base 1347

PEOPLE ACT ON OFFERS AND DISCOUNTS THEY RECEIVE BY MAIL Travel/tourism and attractions Reach Frequency  Lifespan Source: JICMAIL, Kantar TNS Q2 2017 to Q1 2018, Addressed advertising, Travel/tourism and attractions (Special offer or discount and Vouchers/coupons). Base 309

PEOPLE ACT ON OFFERS AND DISCOUNTS THEY RECEIVE BY MAIL telco TV, broadband, landline or mobile providers Reach Frequency  Lifespan Source: JICMAIL, Kantar TNS Q2 2017 to Q1 2018, Addressed advertising, TV, broadband, landline or mobile providers (Special offer or discount and Vouchers/coupons). Base 313

PEOPLE ACT ON OFFERS AND DISCOUNTS THEY RECEIVE BY MAIL utilities Reach Frequency  Lifespan Source: JICMAIL, Kantar TNS Q2 2017 to Q1 2018, Addressed advertising, Utilities (Special offer or discount and Vouchers/coupons). Base 84

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

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

WHAT ARE THE PRACTICALITIES?

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.

HOW TO APPLY FOR THIS INCENTIVE

HOW TO APPLY Either directly or through an agent, download and complete the one page application form at https://www.royalmailtechnical.com/ChristmasPromotion/ Email the completed application form and evidence of incremental volume to groupincentive@royalmail.com 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 email from a director of the company confirming that the volume is incremental and that it is only being posted because of the incentive.

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 Email your completed form to groupincentive@royalmail.com 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

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 groupincentive@royalmail.com Insufficient evidence provided. Revisit evidence asap Customer application accepted Application and evidence stored in Sharepoint Customer sent Ts&Cs Returns Ts&Cs Customer posts `

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 – 120 - 150 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.

THANK YOU