ADVERTISING MAIL SUMMARY OF INFORMATION TABLE OF CONTENTS DEFINITION OF ELIGIBILITY FOR ADVERTISING MAIL ENTRY REQUIREMENTS

ADVERTISING MAIL SUMMARY OF INFORMATION TABLE OF CONTENTS Definition of eligibility for Advertising Mail Entry requirements Advertising Mail options Formats Delivery speeds Payment options Payment indicia No sortation Machine-readable options Sorted options Sample items for Advertising Mail Seeding/sampling/data quality & other requirements for Advertising Mail Availability of Advertising Mail with other Royal Mail offers Examples of Advertising Mail General information Frequently asked questions DEFINITION OF ELIGIBILITY FOR ADVERTISING MAIL Mailings which comprise a largely uniform message to all addressees, with the purpose of promoting the sale or use of, or to encourage contribution to, or support of a cause. For examples, please refer to section on Examples of Advertising Mail. ENTRY REQUIREMENTS Entry requirements as per option chosen, specified below Data requirements details listed under Data Specification Sample of item required for verification Advertising Mail Multistage mailings have to be 100% advertising content for the whole campaign, both main and multistage stages 1

ADVERTISING MAIL OPTIONS There are a range of options for you to choose from, enabling you to select what is most appropriate for your needs. If you do t want to make your mail machine-readable or do any sorting, simply hand your mail over to us and we will do the rest Machine-readable options: earn savings for preparing your mail so that addresses can be read by Royal Mail s sorting machines, sorting is required Machine-readable: 90% minimum postcode and address accuracy - Addresses printed with an OCR font (90% postcode and address accuracy) - Barcode (also requires 90% minimum accurate DPS level) Machine-readable Plus: 95% minimum postcode and address accuracy - Addresses printed with an OCR font (95% postcode and address accuracy) - Barcode (also requires 95% minimum accurate DPS level) Sorted options: earn savings for sorting your mail and ensuring your addresses are accurate Low sort, address printed with an OCR font Low sort, printed with barcode High sort Advertising Mail with Response: a cost effective solution for advertising campaigns that include a response option Multistage: generate an even higher response to your campaigns by adding a teaser or reminder Big Book and Heavyweight: for your heavy items. FORMATS Letter: up to 240mm x 165mm x 5mm and a maximum weight of 100g Large Letter (for n-machine readable and High Sort options): up to 353mm x 250mm x 25mm and a maximum weight of 750g Large Letter (for Machine-readable, Machine-readable Plus and Low Sort options): up to 345mm x 245mm x 25mm and a maximum of 750g Parcels: items which we classify as Shoebox and Board Game Shoebox : maximum: 120mm x 250mm x 350mm and a maximum weight of 2kg Board Game : maximum: 60mm x 350mm x 450mm and a maximum weight of 2kg Big Book: between 750g & 1500g and up to B4 (353 x 250mm) in size with maximum depth of 25mm Heavyweight: between 750g & 3000g and up to B4 (353 x 250mm) in size with restriction on thickness 2

DELIVERY SPEED OPTIONS 1 ST Class: next working day 2 ND Class: within three working days If you decide to sort your mail you have the following delivery speed options: 1 ST Class: next working day 2 ND Class: delivery aim within two working days after the day of posting Ecomy Class: delivery aim within four working days after the day of posting Big Book & Royal Mail Heavyweight are 2 week delivery service products Working days are Monday Saturday. PAYMENT OPTIONS OBA only Stamps: only available with sorted options PAYMENT INDICIA PPI s: see examples below NB: m is the indicia for Ecomy class There are four sizes available in the English PPI design and 3 sizes available in the bilingual Welsh/English version. Due to space restrictions the smallest bilingual PPI design is text only, NO SORTATION Available for postings from only 1,000 letters or 250 large letters, and provides a lower price than stamped or meter franked mail. There is requirement for sorting. 3

MACHINE-READABLE OPTIONS You can earn savings by preparing your mail so that addresses can be read by our sorting machines, but sorting of your mail is required. Minimum of 1000 letters or 250 large letters in a single mailing Containers: Trays for letters Trays for large letters up to 10mm in thickness Bags or ALPs (auto-levelling packet sleeved york) for large letters >10mm in thickness There are 2 levels of address accuracy and legibility: Machine-readable: earn savings for ensuring that 90% of your mail has postcode and address accuracy Available for letters and large letters Use either option below: Addresses printed with an OCR font (90% postcode and address accuracy), available for letters and large letters Barcode (also requires 90% minimum accurate DPS level), available for letters only Machine-readable Plus: earn savings for ensuring that 95% of your mail has postcode and address accuracy Available for letters and large letters Use either option below: Addresses printed with an OCR font (95% postcode and address accuracy) Barcode (also requires 95% minimum accurate DPS level). Available for letters only. SORTED OPTIONS You can earn savings by sorting your mail and ensuring your addresses are accurate. Minimum of 4,000 letters or 1,000 large letters or parcels in a single mailing Low Sort: for mail that meets our machine-readable specification, sort your mail to our Low Sort specification and ensure your items can be read by our sorting machines to achieve maximum savings Available for letters or large letters only Sort as detailed in the Royal Mail Selection Files Ensure that 90% of your mail has postcode and address accuracy compared to PAF and use either option below: Addresses printed with an OCR font, available for letters and large letters Barcode (also requires 90% minimum accurate DPS). Available for letters only 4

Containers: Trays or bags for letters Trays or bags for large letters up to 10mm in thickness Bags or ALPs (auto-levelling packet sleeved york) for large letters >10mm in thickness and parcels When using trays, you must have an average of at least 100 letters or 25 large letters per selection across the mailing High Sort: sort your mail to earn savings Available for letters, large letters (n-machine readable) or parcels Sort to Direct Selections or Residue Selections as detailed in the Royal Mail Selection Files Ensure that 90% minimum postcode and address accuracy compared to PAF You must have a minimum of 50 letters, 10 large letters or 5 parcels for a Direct Selection Containers: Trays, bags or unbagged for letters Trays, bags or unbagged for large letters up to 10mm in thickness Bags, unbagged or ALPs (auto-levelling packet sleeved york) for large letters >10mm in thickness and parcels When using trays, you must also have an average of at least 100 letters or 25 large letters per selection across the mailing Advertising Mail with Response: combines our Advertising Mail Sorted and Machine-readable (OCR/Barcode) products with a response services option. Available for letter and large letter formats. Machine-readable large letter is OCR only. For the response item we just ask that it displays your unique licence number with the reply address, and is designed so it can be read by our automated sorting machines. This allows us to monitor your response rate. Advertising Mail Multi-Stage: a cost effective solution for advertising campaigns that include a response option Minimum mailing volume of 40,000 items across the entire campaign, including both main and secondary stages Available on Ecomy speed Advertising Mail Low & High Sort options Big Book & Heavyweight: for your heavy items Minimum of 12,000 items in a single mailing Sorted to either Direct or Residue selections, you need 5 parcels for a Direct Selection Ensure that 90% minimum postcode and address accuracy compared to PAF 5

Booking-in process: Big Book and Heavyweight mailings must be pre-booked at least 4 weeks in advance of delivery week Bookings can be made by contacting big.book@royalmail.com Line listing must be supplied at least 3 weeks in advance of delivery week SAMPLE ITEMS FOR ADVERTISING MAIL A live mailpiece needs to be posted to the following address together with a copy of the OBA Sales Order. Royal Mail Advertising Mail Team 5 Almeida Street London N1 1AS Seeding/Sampling/Data Quality & Other Requirements for Advertising Mail Product Service Advertising Mail Process to Follow Advertising Mail Requirements & Process only DATA SPECIFICATION 1. If you use data from anywhere other than a consent-based file, you must follow a documented procedure for suppressing customer and prospect data against the Mail Preference Service (MPS), including MPS Deceased. Data must be checked during the 30 days or less before the item that uses the data is posted (i.e. enters the pipeline). A consent based file is defined as a data list where it can be proved that all customers and prospects have consented to receive direct marketing 2. Keep and maintain an internal suppression file to ensure that customers and prospects who request to opt out of your mailings are properly logged. Data must be checked during the 30 days or less before the item that uses the data is posted with Royal Mail. 3. Ensure all items are fully and accurately addressed and postcoded in accordance with PAF. (You have to meet a minimum of 90% address and postcode match to PAF ). 6

AVAILABILITY OF ADVERTISING MAIL WITH OTHER ROYAL MAIL OFFERS Advertising Mail Sorted Class 1 st 2nd Ecomy Sustainable Available Available Available Advertising Mail First time user Not available Not available Available Tailor made Available Not available Available incentives Advertising Mail Available Available Available Multistage - main stage Advertising Mail Not available Not available Available Multistage - secondary stage Volume related Available Available Available discounts Term contracts Available Available Available Advertising Mail No sortation & machine-readable Class 1st 2nd Sustainable Mail Not available Not available First Time User Not available Available* Tailor Made Incentives Available Available Advertising Mail Multistage - Available Available main stage Advertising Mail Multistage Not available Not available secondary stage Volume Related Discounts Available Available Term contracts Not available Not available *certain services only Advertising Mail No sortation & t machine-readable Class 1st 2nd First Time User Not available Available* 7

EXAMPLES OF ADVERTISING MAIL N.B. PLEASE USE LATEST VERSION FROM ADVERTISING MAIL WEB PAGE The list of mailing examples below is indicative and for guidance only. Each request must be considered individually on its own merits to determine whether it can be considered to qualify for Advertising Mail. *This list is t absolute or exhaustive and it is to be used as a guide only* Example DM? Why A credit card company, store or retailer sending an offer of a new credit card A charity / society sending a reminder mailing to take out or renew the subscription Encourages contribution to, or support of, a cause A mail order company sending its new or seasonal catalogue to an existing customer base. A mail order company sending its new or seasonal catalogue to a prospective customer base Customer satisfaction questionnaire which specifically captures information relating to a customer s experience of the product, service or cause with the aim of using such information to be more targeted when sending further information on such products or services. A travel company sending its new or seasonal holiday brochure to an existing customer base or prospective customer base. A travel company sending a holiday discount code to a customer who has previously used their services, or to a prospective customer to encourage purchase. Tickets with a uniform message (e.g. invite to a new car launch at a local dealership) being sent through the post - unrequested A charity or charitable trust sending a letter to its members to tify dates of future events A manufacturer/retail company sending a sample of its with or without a voucher Promoting the use of a product or service Promoting the sale of products or services Encourages support of a cause 8

Example DM? Why A fast food company sending discount vouchers for special deals off its meals A tourist board sending a booklet to a UK address promoting a particular place or region Invitation to an event (excluding appointments such as doctor / dentist / hospital, and ticket fulfilment) e.g. a DM piece with the message Come to York races Loyalty scheme providing the opportunity to take advantage of offers or redeem coupons, either in store or on line (this mailing may include details of an individual s number of loyalty points available for conversion) A customer magazine (t a membership magazine) forming part of a company s customer communication programme to encourage purchase, that is t paid for by the recipient or via subscription. Promoting the sale of products Promoting a product or service or support of a cause Insurance renewal letter encouraging repeat purchase with the same company provided that the letter is t detailing the value of a previous or current insurance policy Insurance company sending letters to existing or prospective customers with quotes for cover, provided that the letter is t detailing the value of a previous or current insurance policy A bank or building society sending a financial statement which includes a leaflet advertising insurance or other financial services A utility bill with advertising enclosed or on the back of the letter, promoting other services A business sending personalised documents such as a statement or a bill containing a level of personal detail that is readily acceptable as proof of identity, e.g. to set up a bank account Promoting the sale of products/services Promoting the sale of products/services Purpose is the statement (the ad/promotion is secondary, and would t be sent without the transactional part) Purpose is the bill (the ad/promotion is secondary and would t be sent without the transactional part) Purpose is fulfilment, or the transaction (this is t ad/promotion) 9

Example DM? Why Mailing from a utility firm to its customers with a uniform message communicating a price increase Insurance documents, including e.g. a policy schedule that states a value specific to the individual s cover and/or contributions made, with or without promotional material A company sending an Annual Report to its shareholders A weekly / regular membership, association or club magazine, bulletin or newsletter (including subscription magazines),which may contain some advertising and/or encourage support of a cause A weekly / regular subscription for a trade press newspaper (inc membership newspapers) which may contain advertising A business informing their customers of a change to the business s bank details Tickets (e.g. purchased by the customer for an event/holiday etc) being sent through the post on request A school/college/society newsletter or bulletin (e.g. an alumni magazine or newsletter) A wine-by-mail-order company sending wine ordered by a customer which contains leaflets advertising other services, possibly from different companies Company informing their customers of a change to their VAT rate Mailings of a public duty nature with or without advertising. Examples might include swine flu, pollution of drinking water, a tax or car tax reminder, VAT change reminders Purpose is to give information on prices (this is t an ad/promotion) Purpose is the fulfilment of T&Cs (the promotional material is secondary and would t be sent without the transactional element) Purpose is providing information t primarily promotion There is an obligation to send, and/or the recipient has requested it or is expecting it as part of membership.(any advtg/promotion is secondary and would t be sent without the fulfilment) There is an obligation to send, and the recipient has requested it or is expecting it (the advtg/promotion is secondary and would t be sent without the fulfilment) Purpose is providing information Purpose is fulfilment / transaction, t advtg or promotion Purpose is providing information t advtg or promotion Purpose is fulfilment (ad/promotion is secondary and would t be sent without the fulfilment of the purchase) Purpose is t promotion, but providing information Purpose is the execution of a public service duty, t advtg or promotion 10

Example DM? Why Account statements with advertising Purpose is the statement / transactional. Promotion is secondary and would t be sent without transaction A Consumer Survey / Product / Service questionnaire (t a Consumer Satisfaction exercise) which is specifically seeking to gather information on a range of products/services/habits/lifestyle for trend analysis/data collection purposes and is t looking to further promote products/services. Examples would be a referendum or a census. Purpose is to seek information / data for data collection t advertising or promotion Marketing Lifestyle Questionnaire Purpose is to seek information (t promotion) A tourist board sending a booklet overseas to promote a place, region or country Uniform reminder, t a requirement to pay, from a tax office to submit a tax form Circular from a Local Council communicating waste collection days Ineligible due to overseas address Purpose is the execution of a public service duty t promotion Purpose is providing information t promotion An AGM mailing informing shareholders of the AGM date and arrangements for the meeting A company or supplier sending out a membership card to a subscribed customer A utility company explaining forthcoming changes to utility ownership. e.g. a water company detailing changes to the ownership and responsibility of sewage/water pipes It is a legal requirement under the Companies Act for shareholders to be tified of the AGM. The membership card has been sent as fulfilment to conclude the service that the subscriber has already responded to and purchased Purpose is to provide clarity of ownership and responsibility. 11

GENERAL INFORMATION Advertising Mail Multistage Advertising Mail Multistage Ecomy used for the secondary stage Business Mail Ecomy used for the secondary stage Mailing Standards Levy A Mailing Standards Levy will be collected to finance the self-regulatory system of advertising standards. The levy equates to 0.2% of the value of each mailing and is additional to the prices quoted. It will be collected on every item of Advertising Mail, Advertising Mail with Response and Sustainable Advertising Mail via Royal Mail s invoicing process. The levy is t liable to VAT. If any mailer wishes to be refunded the levy they have paid then they may make a quarterly or annual claim to the Advertising Standards Board of Finance at the address below providing evidence of the levy paid. The Treasurer, ASBOF 7th Floor North Artillery House 11-19 Artillery Row London SW1P 1RT FREQUENTLY ASKED QUESTIONS What is classified as Advertising Mail? Mailings comprise a largely uniform message to all addressees, with the purpose of promoting the sale or use of, or to encourage contribution to, or support of a cause. Why can't I use this product for n-advertising mailing e.g. statements? Advertising Mail is for 100% advertising content only. If you are sending transactional mail such as bills and statements we have a range of Business Mail products Does each individual mailing have to be sampled by Royal Mail in advance? No, a live mailpiece needs to be posted to the following address together with a copy of the OBA Sales Order: Royal Mail Advertising Mail Team 5 Almeida Street London N1 1AS 12

Is there any change to the current specifications for applying an OCR address? No, when you use one of the new OCR options such as one of the Machine-readable options or Advertising Mail Low Sort OCR, the actual OCR specification is the same as current. I use Advertising Mail 3 Deferred at the moment; will the deferred facility still be available in future? Yes, deferred mailings will be available with Advertising Mail Ecomy. However, deferred mailings will t be able to be sent in trays. Do I still need to be accredited to use OCR and Barcode options? Yes, if your company is t already accredited by us to post Advertising Mail OCR or CBC products, you will be required to gain accreditation before you can post Machine-readable or Advertising Mail Low Sort using OCR or Barcode. What are the Royal Mail Selection Files? This is the new name for the Mailsort Database. The Royal Mail Selection Files detail the Selection Codes (SC) that you must sort to when posting Advertising Mail Sorted options. Royal Mail, the cruciform, the colour red and all are registered trademarks and all TM are trademarks of Royal Mail Group Ltd. Advertising Mail Summary Royal Mail Group Ltd 2013. All rights reserved. 13