Audience not items – newmetrics for the value ofmail With the launch of the newCampaign Calculator, it has never been easier to see the true audiences for your mailing campaigns. Just input the volume of items for your schedule and instantly the JICMAIL Discovery dashboard shows the total audience of howmany people will see and interact with your mail– rather than just the number of packs you are sending. No one thinks about using other channels by talking about the number industry. It should now be embedded in every plan, recommendation and evaluation as the robust, accepted
About JICMAIL JICMAIL was launched in 2018, with Whistl as one of its founding partners. It delivers industry-standard audience measurement data for advertising (direct) mail and doordrops – enabling mail to be evaluated, planned and bought comparatively alongside other media including TV, radio, outdoor and digital. In eighteen short months, JICMAIL data has had a major impact and influence on how advertisers and agencies analyse and approach mail as a medium. In addition to the new Campaign Calculator, there are two further new JICMAIL tools that can benefit Whistl doordrop, business mail and direct mail clients. JICMAIL Discovery now also includes a tool to identify hidden audiences for acquisition testing. Some key target demographics interact multiple times tomail but receive less of it. These responsive audiences could be a great place to test new campaigns. Hidden target audiences – for acquisition Mail ItemDatabase With over 45,000 individual brand examples, you can benchmark your door drop and business mail campaignmetrics against industry averages and competitor activity.
of adverts shown, so why should mail be different? Now accessible inmoments, the JICMAIL data is gold standard (that is, accepted as objective and impartial data by all sides of the industry), and acts as core planning data fully comparable with every other channel enabling mail to be planned as an audience-centric channel. This transformational way of seeing the value of mail is fundamental to the
data set for all mail campaigns. The example below shows how easy it is to use the data. By choosing the supermarket sector and focusing on direct mail sent to households containing 17 - 24 year olds, we can see the 350,000mailing actually delivers campaign impacts of nearly 1,300,000, a completely different way to see the potential success of this campaign.
Sector
Mail Type
Supermarket or grocery store
Addressed Mail Door Drop
Select Demographic
Select Target
Age
17-24
i
Addressed Mail in the Supermarket or grocery sector:
1.28 Item Reach
2.9 Frequency
12.09 Frequency
Input number of Addressed Mail Items
448,236 Campaign Reach
1,299,886 Campaign Impacts
For more information about the full range of JICMAIL products and services, visit www.jicmail.org.uk
350000
Source: JICMAIL ItemDataQ2 2017 toQ2 2019;Supermarket or grocery storeAddressedMail 17-24 sample size= 40
Source: JICMAILAudienceDataQ32018 toQ2 2019;Supermarketor grocery storeAddressedMail17-24 sample size=43
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Whistl Magazine • Autumn 2019
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