Mail Volumes and Response Rates 2010 April 2011 Author: John Bliss, media insight manager, MMC Source: Ebiquity, Royal Mail, Nielsen

Mail volumes per year Source: Ebiquity 2010 Direct Mail volumes fell during the recession in 2008 but rebounded to 1.73bn in 2010 Finance has been the largest sector for Direct Mail in each of the past 5 years

Mail volumes per Month Source: Ebiquity 2010 June and September are the two most prolific months for direct mail with 9.4% each

Direct Mail by Social Class 2010 Source: Ebiquity % of direct mail In 2010 went to C1s

Source: Ebiquity Direct Mail by Gender 2010 Overall 51.61% of mail is sent to women % of retail mail goes to women and 55.6% of finance mail goes to men

Source: Ebiquity Direct Mail by Region

Source: Ebiquity 2010 Direct Mail by Age Group 2010 Only 1.6% of direct mail is sent to those aged between % of direct mail is sent to those over 65

Source: Ebiquity 2010 Direct Mail by Client/Prospect Ebiquity’s staff estimate whether the recipient is a client or prospect. The % going to existing customers is lower than indicated by other sources so does this suggest that mail to existing customers lacks a personal tone?

Source: Royal Mail Consumer Panel 2010 Response rates by sector 18.34% of direct mail is set aside for future reference 9.5% of Charity mail is responded to

Source: Royal Mail Consumer Panel 2010 Response rates by Demographics Response rates among those aged was 8.3% 18% of mail to C1s is set aside for future reference

Source: Ebiquity Rapport Time Usually spent Opening your Mail? 50% of those over 65 open their mail as soon as they receive it ABC1s are more likely than other groups to open their mail in the evening 38% of women open their post In the morning

Source: Ebiquity Rapport 2010 Direct Mail Open Rates 93% of direct mail items sent to those aged were opened or responded to 92% of C1s opened or responded to their mail 93.% of mail sent to men was opened or responded to

Source: Ebiquity Rapport 2010 Direct Mail Open Rates by Market 95% of mail from stores, 95% of mail from gambling companies and 99% from department stores is opened or responded to

100% Aqua 0 | 153 | % Red 255 | 0 | 0 100% grey 72 | 92 | 99 50% Aqua 0 | 153 | % Red 72 | 92 | 99 60% grey 72 | 92 | 99 30% Aqua 0 | 153 | 160 Type: Tahoma Headline Bold 16pt Body Text 14 pt Sub bullets 12pt 100% Aqua 0 | 153 | % Red 255 | 0 | 0 100% grey 72 | 92 | 99 50% Aqua 0 | 153 | % Red 72 | 92 | 99 60% grey 72 | 92 | 99 30% Aqua 0 | 153 | 160 Type: Tahoma Headline Bold 16pt Body Text 14 pt Sub bullets 12pt Source: Media Markets Nielsen, other data Ebiquity Plc The Charity Sector in 2010 October and November Are the biggest mailing months 69.58% of Charity advertising is spent on Direct Mail Direct Mail volumes grew by 31m y on y 145 companies mailed more than 200k direct mail pieces in 2010

100% Aqua 0 | 153 | % Red 255 | 0 | 0 100% grey 72 | 92 | 99 50% Aqua 0 | 153 | % Red 72 | 92 | 99 60% grey 72 | 92 | 99 30% Aqua 0 | 153 | 160 Type: Tahoma Headline Bold 16pt Body Text 14 pt Sub bullets 12pt 100% Aqua 0 | 153 | % Red 255 | 0 | 0 100% grey 72 | 92 | 99 50% Aqua 0 | 153 | % Red 72 | 92 | 99 60% grey 72 | 92 | 99 30% Aqua 0 | 153 | 160 Type: Tahoma Headline Bold 16pt Body Text 14 pt Sub bullets 12pt Source: Media Markets Nielsen, other data Ebiquity Plc Marketing to the Travel Sector January and September Are the biggest mailing months 15.36% of Travel advertising is spent on Direct Mail Direct mail volumes grew by 25m y on y 75 companies mailed more than 200k direct mail pieces in 2010

100% Aqua 0 | 153 | % Red 255 | 0 | 0 100% grey 72 | 92 | 99 50% Aqua 0 | 153 | % Red 72 | 92 | 99 60% grey 72 | 92 | 99 30% Aqua 0 | 153 | 160 Type: Tahoma Headline Bold 16pt Body Text 14 pt Sub bullets 12pt 100% Aqua 0 | 153 | % Red 255 | 0 | 0 100% grey 72 | 92 | 99 50% Aqua 0 | 153 | % Red 72 | 92 | 99 60% grey 72 | 92 | 99 30% Aqua 0 | 153 | 160 Type: Tahoma Headline Bold 16pt Body Text 14 pt Sub bullets 12pt Source: Media Markets Nielsen, other data Ebiquity Plc The Finance Sector in % of Finance advertising is spent on Direct Mail Finance direct mail increased by 32m in companies mailed more than 200k DM items in 2010 Direct mail peaks from May to July Direct Mail volumes By finance market

100% Aqua 0 | 153 | % Red 255 | 0 | 0 100% grey 72 | 92 | 99 50% Aqua 0 | 153 | % Red 72 | 92 | 99 60% grey 72 | 92 | 99 30% Aqua 0 | 153 | 160 Type: Tahoma Headline Bold 16pt Body Text 14 pt Sub bullets 12pt 100% Aqua 0 | 153 | % Red 255 | 0 | 0 100% grey 72 | 92 | 99 50% Aqua 0 | 153 | % Red 72 | 92 | 99 60% grey 72 | 92 | 99 30% Aqua 0 | 153 | 160 Type: Tahoma Headline Bold 16pt Body Text 14 pt Sub bullets 12pt Source: Media Markets Nielsen, other data Ebiquity Plc The Mail Order Sector in 2010 September to October are the biggest mailing months 73.58% of Mail Order advertising is spent On Direct Mail volumes grew by 64m y on y 242 companies mailed more than 200k direct mail Pieces in 2010

100% Aqua 0 | 153 | % Red 255 | 0 | 0 100% grey 72 | 92 | 99 50% Aqua 0 | 153 | % Red 72 | 92 | 99 60% grey 72 | 92 | 99 30% Aqua 0 | 153 | 160 Type: Tahoma Headline Bold 16pt Body Text 14 pt Sub bullets 12pt 100% Aqua 0 | 153 | % Red 255 | 0 | 0 100% grey 72 | 92 | 99 50% Aqua 0 | 153 | % Red 72 | 92 | 99 60% grey 72 | 92 | 99 30% Aqua 0 | 153 | 160 Type: Tahoma Headline Bold 16pt Body Text 14 pt Sub bullets 12pt Source: Media Markets Nielsen, other data Ebiquity Plc The Retail Sector in 2010 March and June are the biggest mailing months 12.74% of Retail advertising is spent on Direct Mail volumes grew by 38m y on y 65 companies mailed more than 200k direct mail Pieces in 2010

BMRB Royal Mail uses BMRB to pose additional questions to BMRB TGI respondents. A nationally representative sample of 2,000 respondents aged 16+ are drawn from the latest rolling TGI and re-contacted using CATI (Computer Assisted Telephone Interviewing). Their responses are then merged with their TGI data. Ebiquity A single source survey providing fast and accurate estimates of media expenditure in the UK across press, TV, radio, internet (including paid search), outdoor, cinema, direct mail and door drops. Ebiquity also provide a continuous monitor of consumers’ attitudes to direct mail. fast.MAP fast.MAP is an online, real-time research company with its roots in direct marketing. It produces fast, accurate, cost-effective insights for marketing clients and agencies. Its constantly refreshed and tested panel of 30,000 profiled UK adults accurately reflects national opinion. Geo-demographic profiling tools then deliver lifestyle information on specific groups of respondents. Mintel International Group Mintel is an independent award-winning provider of world-leading market intelligence, delivering robust information, analysis and critical recommendations. Mintel's trusted portfolio of proprietary industry solutions and products has been supporting high profile clients in key sectors such as FMCG, financial services, media, retail, leisure and education for over 38 years. With office locations in London, Chicago, New York, Shanghai, Tokyo and Sydney their global presence continues to grow. Nielsen The Nielsen Company is the global leader in multinational media research and analysis. It is active in 40 markets, offering TV and radio audience measurement, advertising information services, print readership and customised research services. Royal Mail Consumer Panel TNS has run a Consumer Panel for Royal Mail since 1985, measuring all consumer activity in relation to Royal Mail including full details of all mail received and sent. Information collected from panel members’ diaries is used to estimate consumer mail volumes for the UK. The panel is based on a representative sample of 1,000 households in the UK (from a live panel of 1,350 households). TGI TGI is a continuous, single-source survey of consumer demographics, usage habits, lifestyles, media exposure and attitudes. Established in 1969, the survey provides accurate and independent marketing information on GB adults aged 15+. Annual sample size 24,000. Published by BMRB. Quintile Media quintiles are created by separating media consumers into equal fifths from the heaviest to the lightest 20% in terms of their consumption of each medium. Appendix Details of research surveys and terms used

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