Direct Mail Q1 2023 Effectiveness

Research from JICMAIL’s monthly diary-based panel data reveals that:

• With the average piece of advertising mail reaching 1.1 people
• A substantial lifespan of advertising mail staying within the household for over 7.1 days
• The message frequency is highly impactful, with direct mail items being read 4.4 times within the home.

Commercial Actions: All Mail Items

As a result of receiving items at home, all commercial actions have seen an increase YoY.

The impact of mail has strong commercial effectiveness, with the year-on-year growth rates outstripping the growth in frequency of interaction with mail. Direct mail is now working harder than ever to drive a commercial response. 

• 74% of all mail (DM, Doordrops, and Business Mail combined) were read and looked at in Q1 2023, representing a 2% growth in effectiveness versus Q1 2022
• 64% of all mail was opened (+2% in Q1 2022)
• 46% of all mail was retained at home (+3% Q1 2022)
• 15% of consumers discussed your mail with someone (+3% Q1 2022)

Business mail interaction rates for vouchers and coupons have increased year-on-year for the second quarter in a row