1. MAILS EVOLVING ROLE IN TODAYS CHARITIES MARKETPLACE Date
Audience
2. WHAT WE WOULD LIKE TO TALK ABOUT TODAY The charity sector
and the role of mail The new news about mail Why use mail now Our
products and services 2
3. CHARITIES AND THE ROLE OF MAIL 3
4. AFTER A TOUGH COUPLE OF YEARS CHARITABLE GIVING IS GROWING 0
10 20 30 40 50 60 70 Sept Oct Nov Dec Jan 2012/13 2013/14 The
latest Halifax giving monitor (March 2014) reveals that 76% of
consumers are now donating the same amount they did before the
economic downturn in 2008. That is a 23% increase over the last
three years. This is also reflected in the latest CAF UK Giving
report released in March 2014 which shows the proportion of giving
going up year on year in every month The same charity sectors
remain popular health 30%, children 26% and animal welfare 21%
Proportion of people donating to charity in the previous month, CAF
Year of Giving study Source: UK Giving 2012/13, CAF, 2014 4 Source:
Halifax Giving Monitor, March 2014
5. 25-34 GIVING MORE IN PAST TWO YEARS 45+/AFFLUENT KEY FOR
VOLUME/S Looking back over the last year or so, would you say that
you have given more or less money to charity than in previous
years? | 2014 0% 20% 40% 60% 80% 100% 2012 2014 Male Female 16-24
25-34 35-44 45-54 55-64 65+ AB C1 C2 DE Given more Given the same
amount Given less Not sure Source: Charity Awareness Monitor,
nVision, April 2014 0% 20% 40% 60% 80% 100% 2013 2014 Male Female
16-24 25-34 35-44 45-54 55-64 65+ AB C1 C2 DE 0.01- 1.99 2- 4.99 5
- 9.99 10- 19.99 20-49.99 50-99.99 100-499.99 500 or more In total,
approximately how much money have you donated to any charities in
the last 3 months? | 2014 Over the last two years the trend has
been for younger audiences, particularly 25-34, to give more both
in volume and value terms The middle-aged boomer groups seem to
have given less in volume terms But the middle-aged/older age and
affluent groups are still more likely to give larger amounts to
charity This presents an opportunity to target distinct lifestages
with tailored messaging, price points and propositions It makes us
re-evaluate LTV of supporters and consider how we manage
relationships over time 5
6. PEOPLE TEND TO SUPPORT DIFFERENT CHARITY TYPES AS THEY PASS
THROUGH DIFFERENT LIFESTAGES DUE TO PERSONAL INTERESTS Different
charity sectors have different lifestages who are more likely to
donate This gives us an opportunity for lifestage targeting. Also a
more long term view of charitable giving over time (LTV). Highly
targeted mail can have a role in either being the lead channel to
older audiences and a support channel with email/TV for younger
audiences With charities recruiting younger and younger supporters,
there is a need to manage the relationships over a longer period of
time Source: TGI, Kantar Media, July 2013 to June 2014 0% 10% 20%
30% 40% 50% 60% 70% 80% 90% 100% 65+ 55-64 45-54 35-44 25-34 15-24
Older age groups Middle-aged boomer groups Younger age groups
6
7. CERTAIN FUNDRAISING METHODS ARE SHOWING A DECLINE IN PUBLIC
INTEREST 0% 20% 40% 60% 80% 100% Donated to a charity shop Bought
from a charity shop On-street cash collections *Buying products
that include charitable Raffle By standing order or direct debit
Taking part in or sponsoring someone in an Charity Lottery Debit
card or credit card A collection envelope through the door By text
message/SMS By membership subscription Cheque Payroll giving
Donated as part of an online game 2010 2012 2014 Source: Charity
Awareness Monitor, nVision, 2014 Base: 726 respondents who donated
to charity in the last 3 months aged 16+ In which of the following
ways did you give? 2014 We are starting to see decline in some
channels, especially in street collections (regulations and
unpopular) as well as raffles and events Lotteries have grown, as
well as some of the newer channels like SMS and online gaming Good
news is the slight growth in Direct Debit giving from a low in 2012
Charities need to be good at spotting opportunities to cross and
upsell different and new ways of giving. Targeted mail can work
effectively in doing this. 7
8. MAIL IS STILL THE PREFERRED CHANNEL OF COMMUNICATION IN THE
CHARITY SECTOR Direct Mail continues to enjoy the biggest share of
advertising spend Direct Mail accounted for c58% of all Charity
advertising. Many charities also use substantial door drop
campaigns. Direct mail is most popular in Health, Animal &
Environmental related sectors TV spend varies by charity
type/audience. More charities are using SMS/Call-back options with
phone/mail used as a conversion device. Charity sector advertising
share by media (%) Source: Nielsen Ad Dynamix, October 2013 to
September 2014 66 47 70 37 57 66 48 48 0% 20% 40% 60% 80% 100% TV
Radio Press Outdoor Internet Door Drops Direct Mail Cinema Cinema,
1 Direct Mail, 58 Door Drops, 4 Internet, 1 Outdoor, 2 Press, 9
Radio, 3 TV, 23 8
9. WITH THE GROWTH IN GIVING, MANY CHARITIES INCREASED THEIR
DIRECT MAIL SPEND LAST YEAR Charities who increased their mail
spend, October 2013 to September 2014 Source: Nielsen Ad Dynamix,
2014 9
10. MANY OF LARGEST CHARITIES INVEST HEAVILY IN MAIL AND USE
DOORDROP AS PART OF THE Mail Spend by charity MARKETING MIX Direct
Mail Advertiser Expenditure s Guide Dogs For The Blind Assn
10,697,152 Macmillan Cancer Support 8,587,914 British Heart Found
8,048,540 Marie Curie Cancer Care 7,091,032 Salvation Army
6,893,083 Blind Veterans Uk (London) 5,631,968 Ifaw Intl Fund For
Animal Welfare 5,623,284 British Red Cross 5,050,202 Crisis Charity
4,944,693 Cancer Research Uk 4,477,755 Pdsa Peoples Dispensary Sick
Animal 4,328,668 Dogs Trust 4,320,842 Royal British Legion
4,267,766 The Smile Train 4,199,785 Royal Natl Lifeboat Inst Rnli
3,431,537 Children With Cancer Uk 3,347,841 Age Uk 3,323,507
Worldwide Cancer Research 3,057,375 Rspb Royal Society Protection
Birds 2,839,937 World Cancer Research Fund 2,830,229 Nspcc
2,810,958 Advertiser Expenditure s British Red Cross 2,018,543
Water Aid Charity 1,207,237 Cancer Research Uk 1,042,436 Crisis
Charity 1,018,068 Royal Natl Lifeboat Inst Rnli 873,495 Nspcc
770,799 Royal British Legion 711,867 Salvation Army 616,414 Marie
Curie Cancer Care 390,849 Macmillan Cancer Support 360,395 Wwf
World Wide Fund For Nature 358,117 Alzheimers Society 314,723 Age
Uk 287,982 Barnardos Charity 280,186 Woodland Trust 251,807 British
Heart Found 246,235 The Smile Train 193,743 Friends Of The Earth
Ltd 193,267 Starlight Foundation 181,849 Spana Protects Animals
Abroad 165,785 St Mungos Charity 156,397 Scottish Spca (Scotland)
146,320 Source: Nielsen Ad Dynamix, October 2013 to September 2014
10
11. DIRECT MARKETING HAS A SEASONAL PEAK - IS THERE AN
OPPORTUNITY TO TALK TO DONORS AT OTHER TIMES OF THE YEAR? 20.2% of
all charity door drops and 13% of mail sent in the past year were
delivered in November Although Christmas is the peak time for
charities, there are interesting ways to use mail to get cut
through at other times of the year with targeted messages to
different audiences Direct Mail % volume by month Door drops %
volume by month 11.2 13.0 7.8 7.1 9.1 8.8 8.0 5.5 7.8 6.1 6.7 9.0
13.9 20.2 8.0 11.6 7.3 8.2 6.6 5.2 4.9 3.5 2.7 7.9 Source: Nielsen
Ad Dynamix, October 2013 to September 2014 11
12. PEOPLE WHO DONATE TO CHARITY ARE VERY MAIL RESPONSIVE
Source: TGI, Kantar Media, April-June 2014 81% tend to open all
their post 62% have responded to direct mail in the past year 76%
like to receive money off coupons, vouchers or discounts by post
44% bought or ordered something as result of mail they received 37%
used a coupon as a result of receiving mail 69% welcome mail if it
is meant to reward their loyalty 12
13. THE DIGITAL FUNDRAISING REVOLUTION HAS NOT YET HAPPENED
Remember, not everyone is online. According to TGI, 53% of those
over 75 years old and 24% of those in socio-economic group E have
not used the Internet in the past year. The total number of donors
giving via digital channels has remained static for the last 3
years at 7% Charities lag way behind other industries, such as
retail - 75% of population shop online but only 7% give online 98%
99% 99% 95% 89% 76% 47% 2% 1% 1% 5% 11% 24% 53% 15-24 25-34 35-44
45-54 55-64 65-74 75+ Yes No Have you used the Internet in the past
year? *2 4% 2% 0% 7% 2% 0% 7% 1% 0% 7% 2% 1% Online Phone Text
2008/09 2009/10 2010/11 2011/12 Proportion of people giving by
method 2008/09 2011/12 *1 *1 Source: UK Giving, An Overview of
Charitable Giving in the UK 2011/12, CAF & NVCO, November 2012
*2 Source: TGI, Kantar Media, August 2013 to July 2014 13
14. THE MARKET DYNAMICS AND TARGETING STRATEGIES ARE REFLECTED
IN THE DIFFERENT MESSAGING APPROACHES Source: Ebiquity, August 2014
Higher Value AsksLow Value Promotional Fundraising A range of
acquisition techniques from large volume low value asks to highly
targeted high value asks Traditional 2-5 Per Month Fundraising
14
15. CREATIVE THEMES BY PRODUCT/GIVING TYPE Cash Mainly used in
supporter mailings, some in acquisition Raffle/Lottery Still used
in acquisition and cross sell growth in lottery vs. raffle Legacy
More focus on legacy mailings to younger boomer audiences Events
Proliferation in charity event marketing Source: Ebiquity, August
2014 15
16. CASE STUDIES SHOWING THE EFFECTIVENESS OF MAIL AND DOOR
DROPS IN THE MARKETING MIX 16
17. GREAT TARGETING AND CREATIVE TO Background: Since the
economic crisis, competition is fiercer. Many charities have
deployed shock tactics to get cut through. But for Breast Cancer
Care, this was not their approach. Solution: Leveraging data
insight, people were selected who had previously given to a cancer
charity and who enjoy baking. The target audience was: Susan, an
ABC1, 50 to 65-year-old woman, so the most effective way to reach
her was personalised and regionalised direct mail. Results: 4.2%
response rate, outperforming the control cell by 1,400%. Achieving
better results from a cold audience than from the supporter
database - with a 97% uplift. ROI is projected at 9.2:1. PRODUCE
RESULTS : BREAST CANCER CARE Source: DMA, Silver Winner, Breast
Cancer Care, 2010 17
18. DONOR ACQUISITION INTERACTIVE MAIL SHOWING PEOPLE HOW THEY
CAN MAKE A DIFFERENCE: FRIENDS OF THE EARTH Background: Friends of
The Earth needed to raise money and win new supporters. However,
they needed to overcome the fact people often say they feel daunted
and powerless about environmental issues. Solution: A mail pack was
sent to people interested in environmental issues, especially
wildlife. The pack contained wildflower seeds to help save bees and
demonstrated that everyone can have an impact. Results: Response
rates for the campaign hit 141% of target and revenue reached 151%.
14% of donors who bought a Bee Saver Kit also purchased one for a
friend. Source: DMA, Silver Winner, Friends of the Earth, 2013
18
19. 19 ACQUISITION & RETENTION STRATEGY THE SALVATION ARMY
GREW THEIR BASE TO 217K DONATIONS IN 5 YEARS Background: The heart
of The Salvation Armys fundraising is a 6 week marketing campaign
before Christmas, during which they recruit all their new donors.
However, this had been the approach for years and was tiring.
Solution: To use TV to boost the direct response channels, informed
by insight: television predisposes consumers to respond to direct
marketing. Over five years, mail volumes increased 2.5x and door
drops 1.5x. Results: As a result, the number of new donors
recruited grew by 261% and total donations grew by 48%. Mail
remained the most cost effective cost per new donor acquisition
other channels generated large amounts of donations from current
donors. Source: DMA, Gold Winner, Salvation Army, 2011 Over the
last five years, we have diversified and expanded our appeals and
acquisition programme as new media open up. The ways in which
people respond have changed but mail is still our anchor medium to
put The Salvation Army visibly on the doormat of many millions of
homes each year. Julius Wolff-Ingham, Head of Marketing
20. DONOR ACQUISITION DOOR DROPS DELIVER FOR THE ROYAL BRITISH
LEGION 11-11-11 Background: Remembrance Day happens every year but
that means it's mature as a campaign, and recruiting new (younger)
supporters is increasingly hard. Solution: An intelligent door drop
model was used, which overlaid data from existing supporters to
find the best postcodes. A card poppy was included with the mail
for people to write a message of support on. Results: Cold activity
paid for itself. Warm activity achieved an ROI of almost 6 for
every 1 spent. Raising almost 2.5m, 28,000 new supporters were
recruited. Source: DMA, Gold Winner, Royal British Legion, 2012
20
21. CRIMESTOPPERS USED INTERACTIVE MAIL TO HIGHLIGHT DANGER
AROUND CANNABIS FARMS Background: Evidence indicated the majority
of cannabis farms were linked to "organised crime, bringing
violence and crime to communities. Crimestoppers needed to reach
residents where the cannabis farms were likely to be. Solution: A
highly targeted mail campaign was created. 13 regional UK police
forces identified key urban areas and supplied 220,000 addresses. A
scratch and sniff mailer was created, replicating the distinctive
smell of cannabis plants to grab attention. Results: The bureau
reported a 63.2% increase in legitimate reports 14 days after
campaign launch. Calls to the bureau increased by 32% during launch
week. The Metropolitan Police raided and closed 34 cannabis farms,
made 387 arrests and seized plants with an estimated street value
of 2.1m. Source: Design Effectiveness Award, Bronze Winner,
Crimestoppers, 2014 21
22. Its been proven to be the most emotionally engaging media
People still enjoy receiving it It has increasing standout in a
digital world It is highly valued by people It is omnipresent in
peoples houses It helps uplift other channels and create value NEW
NEWS ABOUT MAIL 22
23. THE PRIVATE LIFE OF MAIL MAIL IN THE HOME, HEART AND
HEAD
24. 24
25. 12 Ethnography households 14 Focus groups 99 Depth
interviews 213 Neuroscience / biometric participants 401
BrandSciences Results Vault cases 416 IPA Effectiveness Databank
cases 1,000+ Academic articles reviewed 9,504 Respondents across
our telephone and online quantitative surveys 18 MONTHS OF RESEARCH
25
26. DEVELOPED IN 8 STRANDS Ethnography Post ethnography survey
Multisensory Communications: review of academic literature
Tactility Values: Best Mail Mail and Digital 1 & 2 Neuroscience
ROI/Effectiveness metrics 26
27. MAIL IN THE HOME LIFE BEYOND THE LETTERBOX 27
28. 28
29. MAIL GETS OPENED AT HIGH RATES Statement, bill or
information update Brochure from a company they have ordered from
before Letter promotion or special offer Letter about a
product/service they dont have Leaflet without an address about a
product/service Leaflet without an address about a promotion/offer
Brochure from a company not ordered from before 83% 71% 69% 60% 59%
54% 54% OPEN Source: Royal Mail MarketReach, Ethnographic Quant,
Trinity McQueen, 2014 29
30. MAILS JOURNEY ISNT OVER WHEN Adults read their mail on
average for 22 minutes a day. IT HITS THE DOORMAT 1.15PM: Collects
mail and brings it into the home with other bags and belongings
1.30PM: Opens mail whilst doing other jobs 2.15PM: Opens parcel
2.30PM: Uses laptop to get details on a piece of mail received
5.30PM: Uses laptop again to get further details on the piece of
mail from earlier 8.30PM: Brings catalogue into lounge to read
Source: IPA Touchpoints 5, 2014 (Data based on Monday Saturday
morning) Royal Mail MarketReach, Media Moments, Trinity McQueen,
2013 30
31. PEOPLE GIVE MAIL TIME Mail is kept for extended periods,
creating a constant presence in the home. 17 daysfor mail 38
daysfor door drops 45 daysfor bills and statements Source: Royal
Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014 31
32. AND SPACE 80% of adults kept some mail that companies had
sent them in the last four weeks. The Holding area where it is kept
before being dealt with The Pile for mail that has been read and
will be revisited The Display area for useful or important items
(local information, time limited offers) Display Area Pile Holding
area Source: TGI, Kantar Media, 2014 Royal Mail MarketReach, Media
Moments, Trinity McQueen, 2013 32
33. MAIL GETS DISPLAYED 39% of people have a dedicated display
area for mail in the home Source: Royal Mail MarketReach,
Ethnographic Quant, Trinity McQueen, 2014 33
34. MAIL IS SHARED An average of 23% of mail is shared within a
household. Brochure from a company I have ordered from before
Statement, bill or information update Letter about a
product/service they dont have Brochure from a company not ordered
from before Leaflet without an address about a promotion/offer
Letter promotion or special offer 29% 24% 25% 23% 22% 21% SHARE
Average of 23% of mail shared within a household Source: Royal Mail
MarketReach, Ethnographic Quant, Trinity McQueen, 2014 34
35. MAIL OFFERS A LESS CLUTTERED ENVIRONMENT THAN DIGITAL 70% I
feel that I receive too many emails* *Source: Royal Mail
MarketReach, Mail and Digital Part 1, Quadrangle, 2013 **Source:
Litmus Email Analytics, 2013Source: Royal Mail MarketReach, Mail
and Digital Part 1, Quadrangle, 2013 Mail stands out due to the
proliferation of digital messages 3% 3% 22% 72% 48% 18% 19% 15% 0%
20% 40% 60% 80% More than 10 7 to 10 4 to 6 1 to 3 How many items
do you receive in a day? Email Mail 51% of emails are deleted
within two seconds** 35
36. INCREASINGLY MAIL IS DRIVING PEOPLES 43% download something
54% engaged in social media 87% influenced to make online purchases
92% driven to online or digital activity 86% connected with
business Royal Mail MarketReach, Mail and Digital Part 2,
Quadrangle, 2014 Question asked(S4Q1): How often have you done each
of the following online as a direct result of receiving mail from a
business or organisation. Base: All (n=2,375) DIGITAL BEHAVIOUR As
a direct result of receiving mail 36
37. MAIL IN THE HEART CREATING AN EMOTIONAL RESPONSE 37
38. 38
39. 39
40. TOUCH CREATES A POWERFUL When people can both see and touch
something, they value it 24% more highly than if they can only see
it. Over a third of people say that the physical properties of mail
influence how they feel about the sender. EMOTIONAL RESPONSE +22%
+24% 2.75 2.73 3.36 3.38 0 1 2 3 4 5 Psychological ownership
Valuation VISION ONLY VISION AND TOUCH Participants were asked to
subjectively grade ownership and value on a 7 point scale. Source:
Peck, Joann, and Suzanne B. Shu. The Effect of Mere Touch on
Perceived Ownership. Journal of Consumer Research, 2009; IPA
Touchpoints 5, 2014 40
41. PEOPLE FEEL VALUED AND HAVE A BETTER IMPRESSION OF THE
BRAND The emotional impact of mail versus email I am more likely to
take it seriously It gives me a better impression of that company
It makes me feel more valued 63% 57% 55% 18% 17% 25% (% True of
Mail vs. True of Email) MAIL EMAIL Source: Royal Mail MarketReach,
Mail and Digital Part 1, Quadrangle, 2013 41
42. MAIL IN THE HEAD HOW MAIL IMPACTS THE BRAIN 42
43. 43
44. 44
45. THE BRAIN RESPONDS MORE STRONGLY Mail had a much more
powerful overall impact on the key measures of the neuroscience
study than email or TV. TO MAIL THAN TO TV OR EMAIL Source: Royal
Mail MarketReach, Neuro-Insight 2013 168 202 172 127 165 130 105
113 100 0 50 100 150 200 250 Engagement Emotional Intensity
Long-term Memory Encoding Indexvs.'Normal'restingbrain MAIL EMAIL
TV 45
46. IN A MULTI MEDIA CAMPAIGN SEQUENCING MAIL LAST MAXIMISES
IMPACT Source: Royal Mail MarketReach, Neuro-Insight, 2013 Mail
after TV and email 100 100 100 112 101 106 126 121 110 80 90 100
110 120 130 140 Engagment Emotional Intensity Long-term Memory
Encoding Indexvs.responsefromfirstexposure MAIL SEEN FIRST MAIL
SEEN SECOND MAIL SEEN THIRD Engagement 46
47. MAIL IN THE WALLET HOW MAIL MAKES MONEY 47
48. MAIL DELIVERS ROI Mail ROI showed a strong channel
performance in BrandScience cases Revenue Return on Investment of
clients using direct mail Source: Royal Mail MarketReach
BrandScience, 2014 0 2 4 6 8 RROI (Revenue ROI) 48
49. Total ROI increased 12% when mail was included in the mix.
MEDIA MULTIPLIER EFFECT MAIL CREATES A MEASURABLE Source: Royal
Mail MarketReach, BrandScience 2014; advertiser cases including
mail versus cases without mail. 4.22 4.63 5 4.73 4.93 6.31 1 2 3 4
5 6 7 Total Comms TV Print RROI RROI-NO MAIL RROI-WITH MAIL 49
50. MAIL DELIVERS NEW AUDIENCES Adding mail to the mix opens up
new responsive audiences. When mail is added to the schedule versus
email on its own Source: Royal Mail MarketReach, Mail and Digital
Part 1, Quadrangle, 2013 50
51. INCLUDING MAIL DELIVERED TOP-RANKING Campaigns that
included mail were: 27% more likely to deliver top- ranking sales
performance 40% more likely to deliver top- ranking acquisition
levels SALES AND ACQUISITION PERFORMANCE Source: Royal Mail
MarketReach, IPA Databank Meta-Analysis, Peter Field, 2013 +27%
+40% 45% 30% 57% 42% 0% 10% 20% 30% 40% 50% 60% Sale Acquisition
%Clientslistingtopperforming improvements RROI - NO MAIL RROI -
WITH MAIL 51
52. WITH MAIL IN THE MIX, MARKET SHARE GREW 3x MORE EFFICIENTLY
Mail included in multi-channel campaigns drove market share growth
with 3x the efficiency versus non-mail advertisers. 2.9xMarket
share growth for all clients 3.4xMarket share growth for service
sector Comparing market share growth per 10 Extra Share of Voice
points (ESOV) shows the increase in efficiency of advertising plans
including mail. Source: Royal Mail MarketReach, IPA Databank
Meta-Analysis, Peter Field, 2013 52
53. MAIL IN ACTION The Salvation Army: An award-winning charity
case study THE SALVATION ARMY 53
54. THE SALVATION ARMY GREW NEW DONORS BY 262% IN 5 YEARS WITH
Source: Royal Mail MarketReach/Mike Colling & Company. Awards:
IPA Effectiveness Awards, Silver 2014; DMA Bronze Award, Best Use
of Direct Mail 2012; DMA Gold Award, Best Media Strategy 2011.
Background: The heart of The Salvation Armys fundraising is a 6
week marketing campaign before Christmas, during which they recruit
all their new donors. However, this had been the approach for years
and was tiring. Solution: The Salvation Army added both TV and
search and simultaneously more than doubled investment in mail
volumes. Cold mail volume increased +270% to 5.4m while door drop
volume increased 158% to 9.6m. Results: The number of new donors
recruited grew by 262% and total donations grew by 48%. 9.5m of
immediate incremental income is projected to become an additional
24.8m over the next five years, as many new donors give again. MAIL
AT THE CORE 54
55. MAIL REACHES NEW DONORS WITH Use door drops for reach; cold
mail for precision PRECISION. NO WASTAGE 69% 52% 49% 52% 55% 97% 0%
20% 40% 60% 80% 100% 120% TV Press Inserts Search Doordrop Address
mail % NEW DONORS Source: The Salvation Army data, analysis by
MC&C 55
56. MAIL WAS KEY FOR ACQUISTION The Salvation Army used net
cost per new acquisition and other key metrics, rather than just
campaign ROI. 122.89 57.54 56.37 52.80 31.88 22.53 2.08 0.00 20.00
40.00 60.00 80.00 100.00 120.00 140.00 Press Doordrops TV Inserts
Radio Direct mail Paid search COST PER NEW DONOR 2010 Source:
MC&C/The Salvation Army, 2010 56
57. Direct mail, both addressed and unaddressed, has the unique
capacity to generate more engagement, response and income per
thousand from consumers exposed to it than any other medium. In
these days of attention scarcity thats a huge value to advertisers.
When properly integrated with broadcast and digital media its
benefits are amplified. Salvation Army IPA Effectiveness Award
entry, MC&C, 2014 Silver THE SALVATION ARMY LEARNINGS Mail
forms the absolute backbone of The Salvation Armys direct marketing
fundraising operations. Julius Wolff-Ingham, Head of Marketing and
Fundraising, The Salvation Army 57
58. IN SUMMARY Mail brings a brand into the home where it is
kept, displayed, and/or shared Its tactile qualities have powerful
emotional and rational impact that can be identified and proven
Mail makes your message more memorable Mail drives successful
return on investment When used in integrated campaigns, it can
provide a measurable media multiplier effect Mail delivers
top-ranking sales and acquisition growth and efficient market share
growth The newly transformed Royal Mail is a credible, motivated
and connected partner to you and your marketing agencies. Media and
Data Planning Bespoke Research and Insight Data Provision
Distribution 58
59. 59
60. BIG DATA IS DRIVING MORE 121 DIRECT Data is driving more
121 and personalised interactions Trigger based communications can
be based on actual and future behaviour change There is a strong
role for highly targeted personalised mail Generally the
advertising market is starting focus more on long term ROI
COMMUNICATION 60
61. ADVANCES IN TECHNOLOGY MEANS USB film content Augmented
Reality: Online / offline integration VideoPaks Sensory Mailings:
Taste & smell increases tangibility Interactive print Digital
templating: cheaper, faster & more personalised QUICKER,
CHEAPER & MORE IMMERSIVE MAILINGS 61
62. NEW DEVELOPMENTS FOR MAIL Barcode A new barcode standard
for machine readable Business, Advertising and Publishing Mail
Technology Sorting machines that read the new barcode and collect
mail data Reporting Mail Analytics that reports on volume,
compliance, predicted delivery and overall performance Ultimately
generating more efficiency, greater transparency and measurement
for your mail campaigns 62
63. WHAT WE COULD DO FOR YOU Work with you to increase the
performance of your DR channels Case for mail Test matrix ROI-
using net cost per donor or other new ways of thinking about
overall net benefits for charities in the long term Contextualise
within the media mix Addressed/doordrop support 1. Review your
competitive set. 2. Understand the key dynamics of your sector, 3.
Unearth powerful insights in relation to Mail and how Mail can
address your business issues. Acquisition Loyalty Retention
Understand the key issue Sector experts gather insight
Recommendation 63
64. Royal Mail, the cruciform and all marks indicated with are
registered trade marks of Royal Mail Group Ltd. Royal Mail Group
Ltd 2014. Registered Office: 100 Victoria Embankment, London EC4Y
0HQ. Royal Mail Group Ltd 2014. All rights reserved. THANK YOU
64
