Boost Your Campaign Success with Advertising Mail Test and Innovation Scheme

Advertising Mail Test and Innovation Scheme Classified: RMG Internal

The incentive defined 3 Requirements 4 Types of tests supported 5 Examples of previous tests 6 Types of tests not supported 7 Postage credits 8 The application process 10 Completing the application form 11 Receiving postage credits 12 FAQs 13 2 Full terms and conditions apply. Classified: RMG Internal

Campaigns with mail achieve Test an advertising mail campaign to boost your bottom line Test out a new mailing campaign or innovate to make 2X market share growth your existing campaigns work harder and enjoy the added reward of postage credits 15% You can earn up to 15% per item in postage credits simply by testing out a new way to use Advertising Mail over a 6 month period * When compared to campaigns without mail. Source: A meta-analysis by Peter Field on the IPA Databank, 2014 Full terms and conditions apply. Classified: RMG Internal

Test addressed Letters or Large Letter format items sent using Advertising Mail or Responsible/ Sustainable Mail Put in place a suitable process to measure the performance of the test and be able to share the results with us so we can understand whether the tests we invest in achieve their objectives. To qualify, test mailings must include a minimum of 10,000 advertising mail items. We will assess your application and agree the test volume we will support up to a maximum of 1m items* over the 6 month period. Submit your application form at least two weeks before the start date of your test *Full terms and conditions apply Full terms and conditions apply. 4 Classified: RMG Internal

We will support a variety of tests and innovations. You will know what types of test might work best in order to deliver the greatest results for your campaigns. As a guide here are some examples of tests that we have supported with the TIS incentive in the past: 5 Full terms and conditions apply. Classified: RMG Internal

A company used the incentive to target a new audience of 300,000 prospects. The direct mail campaign offered the prospects a superior service in areas where their competitors offer similar services A large company used the incentive to mail 80,000 customers a promotional offer in collaboration with a company from a different sector who offers complimentary products and services. To increase sales from their 230,000 online customers a family run business used the incentive to measure the impact of increasing direct mail frequency and varying the mail packs. 6 Full terms and conditions apply. Classified: RMG Internal

There are some tests that dont need investment from Royal Mail and that we are unable to support with an incentive. Examples of tests that we don t support are: 7 Full terms and conditions apply. Classified: RMG Internal

Standard Postage Credit Rate Higher Postage credit rates vary depending on the type of test you undertake. Postage Credit Rate Standard Tests 2.6p NA We will award postage credits at the standard rate unless they qualify as an Exceptional test Exceptional Tests NA c. 15% Exceptional tests that qualify for the Higher Postage Credit Rate are: Exceptional tests Examples A brand new or incremental mailing A brand new communication using mail that you have not tried before or an extension of an existing mailed communication to reach a brand new audience Increase to your postage costs Increasing the size of your item from Letter to Large Letter format or increased weight as a result of additional pages Major changes to the design of your existing mailpack Radical overhaul of content 8 Full terms and conditions apply. Classified: RMG Internal

Tests using emerging technology that will qualify for the Higher Postage Credit Rate include: Emerging Technology Examples Programmatic mail Mail used to re-target customers if they have browsed a product or product category and might not have gone on to purchase. Emerging technology in print Incorporating in your mailing the use of new technologies like video in print, Near Field Communication, Touchcode or Augmented Reality to join up the on and offline experience. Targeted TV and advertising mail The use of addressable TV advertising to run alongside mail or partially addressed to the same households. Marketing automation Using Artificial Intelligence to drive the content of a catalogue to create a highly personalised customer experience through a tailored and personalised approach. 9 Full terms and conditions apply. Classified: RMG Internal

Tests using emerging technology that will qualify for the Higher Postage Credit Rate include: Emerging Technology Examples Programmatic mail Mail used to re-target customers if they have browsed a product or product category and might not have gone on to purchase. Emerging technology in print Incorporating in your mailing the use of new technologies like video in print, Near Field Communication, Touchcode or Augmented Reality to join up the on and offline experience. Targeted TV and advertising mail The use of addressable TV advertising to run alongside mail or partially addressed to the same households. Marketing automation Using Artificial Intelligence to drive the content of a catalogue to create a highly personalised customer experience through a tailored and personalised approach. 10 Full terms and conditions apply. Classified: RMG Internal

Speak to your account manager or mail provider to discuss your test and find details of the incentive on the incentive pages of the Royal Mail Wholesale website. Decide On the incentive page on royalmailwholesale.com click on the link apply online Complete the application form online and submit Apply You will be contacted by the group incentive team to discuss your application Your application will be confirmed and you can then start posting under the incentive Post Please complete an application form using the link at royalmail.com/TIS-Advertising-Mail-application 11 Full terms and conditions apply. Classified: RMG Internal

Key information we look for on your application form: Tell us why you are testing In relation to the campaign you are testing, how do you currently communicate with your customers? Is there a particular problem or opportunity you are trying to address? What are you hoping to learn through testing? Provide details of the test - what are you testing? - what specific audiences are you hoping to reach? - what are the goals of the test and do you have a control? If it is a change to an existing mailpack explain in detail what changes you are making Have you provided a full description of the changes you want to make to an existing mailing? If the test is a change to the creative have you provided us with an example of the old and new creative, along with a description of the changes? Include your measures of success and what success will look like What are the proposed KPIs? Response rate / sales / ROI / Conversion rates How will you measure the impact? What does good look like? What are your target results? 12 Full terms and conditions apply. Classified: RMG Internal

At the end of your incentive complete and submit your postage credit online application form. Notification You can choose to receive your credit as a voucher or have it paid into any Royal Mail postage account you hold. Credit vouchers are valid for 12 months Receive Redeem credits against any future posting. Simply complete the redemption form and send this to your mail provider Redeem 13 Full terms and conditions apply. Classified: RMG Internal

When can I apply? You can apply today using the online application form royalmail.com/TIS-Advertising-Mail-application Please ensure that application forms are completed at least two weeks before the proposed test date How do I apply? You or you agent can complete the online application form. Royal Mail will check the form and contact you and your nominated agent to confirm acceptance or if there are any questions What happens when an agent applies on my behalf? You and the agent will receive an acknowledgement email once the application form is submitted. Royal Mail will check the form and contact the agent if there are any questions. Once checks are complete Royal Mail sends the application form to you to confirm you have read and understood the terms and conditions. 14 Full terms and conditions apply. Classified: RMG Internal

Is there a maximum volume that can be posted in a test? Yes, the maximum volume for Advertising TIS is 1 (one) million items. Full terms and conditions apply. What will happen if I intend to send more than 10,000 test mail items but my actual test volume is less than 10,000 items? You will not receive any postage credit if your actual test volume is less than 10,000 mailing items. How long is this incentive available for? The incentive is currently open for new applications until 31st December 2020 15 Full terms and conditions apply. Classified: RMG Internal

I am looking to change mail provider in the next 12 months, will I be able to continue earning credits with my new provider? Yes, eligible items can be sent using any participating mail provider. I m looking to change mail provider next year, will I be able to use credits earned with my current provider with my new provider? Yes, the postage credit vouchers can be redeemed with any participating mail provider. How long will my postage credit vouchers be valid for? Postage credit vouchers are valid for 12 months from date of issue. 16 Full terms and conditions apply. Classified: RMG Internal

For more information please visit royalmailwholesale.com 17 Full terms and conditions apply. Classified: RMG Internal