1.
DIRECT MAIL AT RUSSIAN POST
Customer-oriented approach through data aggregation

2.
DIRECT MAIL MARKET POTENTIAL IN RUSSIA IS ESTIMATED AT
THE LEVEL OF 169 MLN EURO IN 2017
167 169 171 173
7
18
25
33
2016 2017 2018 2019
Direct Mail Market Potential
Russian Post
4,2% 10,7% 14,6% 19,1%
ХХ% - Share of Russian Post (from market potential)
It is expected that
Russian Post will be
able to increase it’s
sales of Direct Mail
twice by the end of
2019
Russian Post is the only player in Direct Mail market
in Russia with great growth opportunities
§ Direct Mail market potential in Russia is
estimated at the level of 169 mln euro in
2017
§ The average growth rate of Direct Mail
market potential in Russia is projected at
the level of 1,3%
§ It is expected that Russian Post will
achieve a share of 19,1% of Direct Mail
market potential in 2019
EURO, mln

3.
THERE ARE TWO MAJOR REASONS WHY DIRECT MAIL IS
ON DEMAND IN RUSSIA
DIRECT MAIL
RUSSIAN POST
BIGDATA
The biggest
offline data in
Russia
PRODUCT
Low price &
Quality control
Russian Post’s BIGDATA
BIGDATA OPPORTUNITIES
§ Russian Post has been accumulating
households activities for 3,5 years
§ Current number of unique attributes exceeds
70 units
§ Russian Post has already processed more than
700 requests in 2017 (YTD)

4.
71 mln
money transfers
297 mln
parcels delivered
1 bln
copies of
newspapers & magazines
2,5 bln
letters delivered 60 mln
households
120 mln
clients
4,35 mln
companies
6,5 mln
visitors per day
Annually
RUSSIAN POSTS’S BIGDATA COVERS BOTH B2C & B2B SEGMENTS

5.
BIG DATA THAT IS USED IN RUSSIAN POST HELPS TO IDENTIFY
KEY ATTRIBUTES OF EACH INDIVIDUAL HOUSEHOLD
The analysis is based on a unique reference database of
postal addresses within the framework:
§ Including all households in Russia
§ excluding buildings and properties which are not related to
administrative buildings
Address
Gender
Age
Income
Car
Marital status
Presence of children
Interests
More than 70 attributes are used to identify
interests of the separate household

6.
THE VOLUME OF MAJOR SEGMENTS IN RUSSIAN POST
Addresses Clients
7,96 mln
families
0,83 mln
families with children
14,28 mln
men
21,8 mln
women
12,31 mln
subscribers
28,47 mln
pensioners
10,98 mln
internet shoppers
5,91 mln
car owners
4,35 mln
B2B
Addresses (companies)

7.
BIGGEST COMPANIES IN RUSSIA HAS ALREADY TRYIED
DM-COMMUNICATION VIA RUSSIAN POST

8.
CASE STUDY: L’OREAL LUXE
Background
Solution
Results
Launch of new products of the YvesSaintLaurent brand
Distribution of samples of products of the brand to
stimulate online and offline sales. Key target group: women
aged 18-25, internet shoppers (USA, Europe but not
China), car owners. An average monthly volume of the
mailing is 10k copies
10% response rate was achieved
THE BEST DM-CAMPAIGN IN WESTERN EUROPE ACCORDING TO
THE FEEDBACK THAT WAS RECEIVED FROM THE CLIENT

9.
CASE STUDY: METRO CASH & CARRY RUSSIA
Background
Solution
Results
The company decided to reduce it’s costs in terms of
distribution of the catalogs
Russian Post’s network was used with the unique delivery
system with signed acknowledgement using Direct Mail.
The monthly volume of distribution reached up 250k copies
The company increased it’s distribution volumes via
Russian Post from 13% to 35%

10.
CASE STUDY: POCHTA MARKET
Background
Solution
Results
Russian Post created it’s own online-catalog and tried to
improve the sales
Towns with the population up to 20k people and special
segmentation were covered during the mailing. An average
quarterly volume of the mailing is 0,5 mln copies
Segment
Number of
households
Response rate
Active subscribers 50 004 2,17%
Women with children 200 033 5,97%
Women 50 443 2,73%
Internet shoppers 150 127 0,56%
Subscribers of the medical publication 50 632 1,32%

11.
RUSSIAN POST HAS DEVELOPED A NEW CHANNEL TO
STRENGTHEN INTERNATIONAL COMMUNICATIONS VIA DIRECT MAIL