JICMAIL’s diary-based data is captured from a panel of a thousand households every month, revealed in Q4 2021:
- Mail continued to cement its position at the heart of multi-channel marketing strategies by further expanding its effectiveness.
- Volumes recorded by the JICMAIL panel increased by 16% year on year.
- Doordrop media was the stand-out growth channel with a 30% increase in 2020. Volumes now surpass pre-pandemic levels, with11,984 items tracked in Q4 2021 vs 11,489 in Q1 2020.
- The Direct Mail and Business Mail channels both recorded uplifts in the frequency of interaction in Q4 2021.
- Most notably this uplift has been driven by younger audiences for Direct Mail, with 25-34, 35-44 and 45-54-year-olds all interacting with mail more than they were a year ago.
Read the full research here.
Download the Q4 2021 Fact Sheet
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