2020 The Year of Direct Mail
Based on JICMAIL’s 2020 Q4 results, the year 2020 showed Direct Mail's commercial actions increased, as a result of companies using the channel.
Year on year growth in key JICMAIL Metrics
Source: JICMAIL Item Data Q2 2018 to Q4 2020 n=129,511 Door Drop, DM, and Business Mail items
JICMAIL’s diary-based data capture is based on a panel of one thousand households every month. The 2020 Q4 results reveal that:
- 8.4% of all Ad Mail (including Direct Mail and Door Drops) and Business Mail drove traffic to advertiser websites in Q4 2020.
- Mail lifespan is also improving with items spending longer in the home than a year ago. The average piece of direct mail now stays within the home for 8.1 days before being filed or thrown away. This represents a year-on-year growth of 4%.
- Unaddressed door drop media items saw the highest rate of improved mail longevity, with a year-on-year growth of 17% and a lifespan of 6.3 days.
Source: JICMAIL Item Data Q2 2018 to Q4 2020Mail interactions: JICMAIL’s panelists capture all interactions from item delivery. This can include opening and reading mail, passing it on to someone else, putting it in the usual place, put aside to look at later, or taking it out of home (amongst a list of many other actions).
Read the full JICMAIL's research insights.
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