From postal operator to media owner
Makes the case for Direct Mail /Open here Mark_Thomson_Royal_Mail
•Who holds the budget for our medium •Mail is considered alongside other media •It’s a possible answer to a marketing problem and… •>30% of transactional mail is controlled by marketing BUT Don’t forget agencies
Table in the notes page.
Discarded unopened Overall Opened Overall
8.19% 91.81%
Discarded unopened Opened Total
Mail Order 12% 88% 100%
General Insurance 8% 92% 100%
Charities 11% 89% 100%
Telecommunications Bundles 10% 90% 100%
Organisations 3% 97% 100%
Stores 4% 96% 100%
Life Insurance 8% 92% 100%
Services 1% 99% 100%
Telecommunications Services 8% 92% 100%
Publishing 8% 92% 100%
Cards 7% 93% 100%
Destinations 7% 93% 100%
Tour Operators 11% 89% 100%
Accommodation 7% 93% 100%
Water 12% 88% 100%
Retail Services 5% 95% 100%
Medical Services 6% 94% 100%
Investments 5% 95% 100%
Loans 4% 96% 100%
Gambling 5% 95% 100%
Personal Banking 2% 98% 100%
Department 1% 99% 100%
Health Insurance 5% 95% 100%
Price Comparison Sites 3% 97% 100%
Eye Care 7% 93% 100%
Broadcast 5% 95% 100%
Suppliers 2% 98% 100%
Institutions & Departments 5% 95% 100%
Household Expansion & Improvement 13% 87% 100%
Utilities Services 0% 100% 100%
Supermarket 8% 92% 100%
Corporate Notices 3% 97% 100%
Property 12% 88% 100%
Household – Stores 2% 98% 100%
Dealerships – Cars 2% 98% 100%
Advertising Space 24% 76% 100%
Vehicles – Cars 9% 91% 100%
Internet Services 3% 97% 100%
Tourist Boards 13% 87% 100%
Brown Goods 18% 82% 100%
Mobile Services 4% 96% 100%
Retail Corporate 4% 96% 100%
Mortgages 3% 97% 100%
