Executive summary
One thing that our early findings make clear is that the reach and frequency of mail have been significantly under-reported.
Why launch a JIC for mail?
JICMAIL has been set up to provide the industry with gold standard metrics for advertising mail – which are defined as addressed items and door drops. This means that advertising mail can now be planned using the same metrics as all other media channels, with comparable data covering reach and frequency. JICMAIL provides the same corporate governance on the collection and publishing of data as other JICs such as BARB and PAMCo. We continuously collect that data from a panel of 1,000 households weighted for demographics, regionality and household make-up. Respondents use an app to photograph every piece of mail they receive, reporting on what they do with that mail over the following four weeks. In addition to continuous reporting, we also produce an Establishment Survey, similar to that provided by BARB. We also have additional insight that 17% of all addressed mail and door drops lead to a commercial action. This isn’t reported within our reach and frequency metrics, but you can explore these further metrics on the JICMAIL website. They indicate that mail prompts a significant number of actions as a result of the mail piece being in the home, if not present when the recipient ‘speaks to a friend’ or ‘goes to the sender’s website’. How we gather the data One more thing
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