We’re pleased to say thatWhistl is a founder member in a new cross-industry initiative that aims to provide a robust measure of howwell addressed and unaddressedmail performs compared to other channels. The year-long initiative which is being driven by a Joint Industry Committee for Mail, includingWhistl, 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 tomail, 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 suchas opened, readand 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 themail mediumperforms – a channel worth £2 billion per year that represents about 10% of total ad spend. Mark Davies, Marketing Director at Whistl said: “By aligning themail sector with other media channels that aremeasured it will enable the postal sector to compete on a level playing field. We’ll also be able to give advertisers amore accuratemeasure of their share of voice, information on when and where brands are advertising and howmuch their competitors are spending. Such insight will prove invaluable whenmaking marketing decisions and really prove the value of mail.” Measuring the value of mail
75% OF MAIL IS OPENED AND READ
MOST ITEMS ARE READWITHIN 2WEEKS
EACH ITEMOF ADDRESSEDMAIL IS READ BY 1.32 PEOPLE
EACH LETTER IS READON AVERAGE 8.97 TIMES
SOURCE: TNS
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Whistl Magazine • Spring 2017
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