1. 1 THE CONSUMER MAIL MOMENT GATEWAY INTO THE HOUSEHOLD

2. 2 The Key Conclusions on the Value of Mail Conclusion #1: Mail is not going away because it helps consumers run their households Conclusion #2: Mail has real Job-Value that makes Mail Moments more enriching and increases the consumer use of mail Conclusion #3: The consumer perception of the value of mail is at risk because not all mail provides value to the consumers

3. 3 Conclusion #1: Mail is not going away because it helps consumers run their households Mail is a fundamental element of our daily lives Mail connects us to the market Mail is rooted in our need to shop, which is not going away Mail is critical in helping us manage our household finances

4. 4 The Mail Box is the Gateway into the Home They do not expect to receive personal mail but when they do, it makes their day This “hope” keeps them coming back every day Consumers basically expect to receive commercial mail (bills, statements, magazines, and advertising) They want this commercial mail to be relevant and useful

5. 5 The CEO of the Mail Mail is so central to running the household that one person, the CEO of the Mail, takes the responsibility of managing the mail And, because mail is so important to the basic functions within the home (shopping and paying bills), the CEO of the Mail also typically handles the shopping and manages the finances

6. 6 The Reasons for Bringing in the Mail Collecting the mail is a moment of pleasure It is a time when the consumer is making the transition from work life to the home life It is a time when the consumer is leaving behind the stress of work and enjoying the home life It helps me unwind I am taking a “time out” It keeps me in touch with what’s going on

7. 7 Mail is So Important Collecting the mail is one of the most fundamental habits of home life It is the first thing done when getting home at the end of the day And, in most homes, sorting the mail once in the house is the very next thing done.

8. 8 Conclusion #2: Mail has Job-Values Mail is used in 3 key jobs in the home It helps in running the home (the shopping) It helps in managing the finances (the paying of bills) It helps in enjoying the home (the home entertainment)

9. 9 Conclusion #3: The Perception of the Value of Mail is at Risk Too much mail is not doing the jobs consumers expect from it Thirty-nine percent (39%) of consumers think their next mail delivery will have mail with little or no value to them Fifty-three percent (53%) of the mail pieces are not expected to be of value to the consumers

10. 10 Improving the Value of Mail All parts of the Mail Industry must focus on ways to improve the value of mail

11. 11 Improving the Value of Mail Improving the value of mail is critical if we want to retain younger consumers in the mail

12. 12 Key Implications for Action for the Mailing Industry Mail is a bedrock upon which our marketplace exists Consumers value mail and rely on it to run their households The Mailing Industry needs to create relevant and useful mail to maintain the power of the Mail Moment