We’re pleased to say that Whistl is a founder member in a new cross-industry initiative that aims to provide a robust measure of how well addressed and unaddressed mail performs compared to other channels. The year-long initiative which is being driven by a Joint Industry Committee for Mail, including Whistl, Royal Mail, the Direct Marketing Association (DMA), Institute of Practitioners in Advertising and the Incorporated Society of British Advertisers, aims to provide a greater insight into how customers react to mail, how they read it and why they value it. To achieve this the committee set up a Mail Audience Research Board. Global market research company TNS has been appointed to quantify factors such as opened, read and re-read rates. Not only will this help companies and advertisers make better decisions about how, why and when they should use mail, the data will also evidence how well the mail medium performs – a channel worth £2 billion per year that represents about 10% of total ad spend. Mark Davies, Marketing Director at Whistl said: “By aligning the mail sector with other media channels that are measured it will enable the postal sector to compete on a level playing field. We’ll also be able to give advertisers a more accurate measure of their share of voice, information on when and where brands are advertising and how much their competitors are spending. Such insight will prove invaluable when making marketing decisions and really prove the value of mail.” Measuring the value of mail
75% OF MAIL IS OPENED AND READ
MOST ITEMS ARE READ WITHIN 2 WEEKS
EACH ITEM OF ADDRESSED MAIL IS READ BY 1.32 PEOPLE
EACH LETTER IS READ ON AVERAGE 8.97 TIMES
SOURCE: TNS
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Whistl Magazine • Spring 2017
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