Defining the metrics for mail
We have used the same definitions as other media use to define impressions, reach and frequency for mail.
An impression is one panelist, reading, looking at, or doing something with an item of mail, once.
Impressions
Item reach refers to the number of people in a household who have been exposed to a mail item. When a mail item has been delivered, it is automatically assigned a reach of one on the assumption that the household co-ordinator will be exposed to that item through the act of sorting through the mail. If a mail item is passed on to another household member, this additional exposure is added to the item reach calculation. The number of people in the population who have been exposed to a certain type of mail – either expressed as 000’s or % of the population or a target audience. The number of times a mail item has been interacted with based on the following list of interactions: • Opened it • Threw it away/recycled • Read/looked/glanced at it • Took it out of the house (e.g.to work) • Put it on display (e.g. on a fridge, noticeboard) • Used/did something with the information • Filed it for reference or records • Passed it on/left out for the person it’s for • Put it in the usual place • Put it aside to look at later Frequency can be added over the entire twenty- eight day period that an item is considered ”live” within the home.
Reach
Definition of audience reach
Definition of frequency
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