EVEN AFTER TWENTY-EIGHT DAYS 27% OF MAIL IS STILL “LIVE” WITHIN THE HOUSEHOLD
It’s important to say however that even after twenty-eight days 27% of mail is still “live” within the household, so hasn’t been finally dealt with – that is filed away or recycled. We ask panelists to record all the actions that they have taken with their mail, so they can select as many options as they want. If something is recycled it is attributed a frequency of one, as the household co-ordinator has had one exposure to the piece in order to filter that item. There is also a raft of commercial activity we collect which cannot directly be linked to someone being exposed to the mail piece. We have not included these in this report as they are not included in our reach and frequency data but they do give some key insight about the commercial metrics that might be attributable to different types of mail. More detail about the commercial activity linked to advertising mail
and door drop can be found at www.jicmail.org.uk in our extra insight section.
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