La communication papier et le @ sont des alliés, pas des ennemis. • le DM soutien votre business • l’impact du papier adressé • les forces du papier + le e marketing • l’impact environnemental du papier

1. PRINT DAY’10 - 22 APRIL Jacques BRUYNEEL – La Poste / De Post

2. How true are these 5 beliefs in your opinion?

3. “ PAPER COMMUNICATION IS NOT THE MAIN DRIVER FOR FUTURE BUSINESS.” BELIEF 1

4. “ PAPER IS THE DIRECT MARKETING MEDIUM OF THE PAST.” BELIEF 2

5. “ E-MAIL IS THE NEW DIRECT MARKETING MEDIUM BUT WITH A LOWER COST.” BELIEF 3

6. “ CONSUMERS AND B2B COMPANIES PREFER INCREASINGLY ELECTRONIC INVOICING.” BELIEF 4

7. “ PAPER MARKETING HAS MORE IMPACT ON THE ENVIRONMENT THAN E-MARKETING.” BELIEF 5

8. Some answers based on facts and figures

9. Update on facts and figures of four business issues Communication impact of paper: “ Why paper remains an important communication pillar” Impact of e-communication on paper: “ Why The Post considers electronic an ally of paper” Environmental impact of paper: “ Why paper does have a limited impact on the environment if it is managed in a responsible way” Economical impact of paper: “ Why paper communication is a driver for your business ”

10. “ WHY PAPER COMMUNICATION IS A DRIVER FOR YOUR BUSINESS”

11. FACT : 60 billions of sales are directly related to Direct Mail colruyt Source: BDMA – Size of the direct marketing market in Belgium (2009) Direct Mail drives business

12. FACT : Integrated with other media DM increases the ROI of your campaigns with at least 20% Brand perception Sales activation Boosting of ROI Loyalty building DM is a strong sales activator Integrated with other media DM increases the ROI of your campaigns with at least 20% DM builds strong long term relations with your customer DM improves brand perception High recall rate DM gets high recall rates even of complex messages 1 2 3 4 5 15% to 200% extra sales >25% more loyal customers Source: Post – 15 DM pilot surveys N: > 25.000 2 to 20 times better recall >50% of brand attributes improved Consumers are strongly being activated by Direct Mail

14. Response rates by sector Direct Mailings works % Internal % External Retail 8,22% 6,69% Services 10,48% 4,08% Catalogues 6,72% 4,33% Press 5,07% 4,82%

15. “ WHY PAPER REMAINS AN IMPORTANT COMMUNICATION PILLAR.”

16. Addressed Direct Mail represents 10% of gross media spendings Mass Media (CIM MDB) Direct Mail (Pige DM) Sources (03/02/2010): CIM-MDB, Mediaxim (Mass Media); DM Pige Mediaxim-Post (Direct Mail) 9,9% Gross Media investments 2009 (in mio eur)

17. Direct Mail and Email Marketing gain popularity

18. The strength of direct mail, the MAIL MOMENT… 97% opens mailbox every day … but receives only 2 DM/ week 78% is opened Consumers spend 1’52’’ per mail … and behind every letterbox is a unique person you can target

19. Frequency of consulting e-mail is less intensive than paper mail 57% No Yes Total Daily Weekly Less often Frequency * Source: TNS 2007 ** Source: MAS 2005 97% No Yes Total Daily 3% Weekly Frequency

21. 67% potential reach by e mail, about 1/3 email users have more than one private email address Mean = 1.4 Mean = 0.58 Private Professional 1 2 3 4 5 6 1 2 3 4 5 6 % 0 0 OPT - IN !

22. “ Do you feel you receive too many Direct Mail? ” 82% say no, only 18% say yes Only a few do not want free unadressed publicity in their mailbox. FACT : Consumers ask for more paper communication People like paper as medium 13,6%

23. Direct mail is the number 1 information medium across all industries FACT : DM scores as the preferred informative communication channel Which channel do you prefer to receive advertising messages? » Source: étude E loves P. La Poste - TNS Dimarso; n=1150, 2007

27. Digital printing support also Direct Mailings

28. “ WHY THE POST CONSIDERS ELECTRONIC AN ALLY OF PAPER” << Back to overview

29. FACT: Site visits increases where mail is introduced to the mix “ How often have you visited the web site in the past 12 months?” +12% +5% +4% Source: Quadrangle: DM & Email 2007. DM & Online 2007 Paper support also web sales Between Once A Month And Once Every 6 Months Less Than Once Every 6 Months Greater Than Once a Month

31. Source: Market research on 1800 customers, utility sector case Received DM/Email Recall DM/Email Read DM/Email Correct recall content Paper mail 100% 49 49 55 27 81 22% E-mail 100% 28 28 57 16 75 12% Direct mail is more effective throughout the media funnel leading to an 83% higher content recall rate compared to email FACT : Paper Mailing generates a better content recall than e-mail Paper mail has by far more effect on the long run

33. Adding DM to email multiplies by 2,5 the number of final orders Adding DM to email reduces by 25% the cost / response FACT : Email has a much stronger impact when combined with a physical mail Email and Direct Mailing are complementary

35. “ WHY CAN PAPER HAVE LIMITED IMPACT ON THE ENVIRONMENT”

38. The Carbon meter and the life Cycle of a DM

40. Inputs Screen

41. Results Screen

42. Example of a DM Campaign: diagnostic

44. From 227 to 135 g CO2 per mail. Gain 41% !

45. Postal distribution is far from being the predominant C02 source Distribution = 7,7%

47. [email_address] 0476.42.05.39 Thank you Presentation available on www. dmplaza .be