Results from The Joint Industry Currency for Mail (JICMAIL) update for Q1 2024 have highlighted the continued effectiveness of Direct Mail, Business Mail, Partially Addressed Mail and Door Drops.
Advertisers utilising mail benefited from an uplift in reach, frequency and engagement, as well as increased purchases prompted by mail, compared to figures from the previous year.
JICMAIL findings have also revealed that 6% of mail prompted a purchase in Q1 2024, up from 4.2% year-on-year, with 46% online and 32% in-store.
Direct Mail Attention and Engagement Shows Positive Gains
Following a drop-off towards the end of 2023, direct mail attention climbed to 134 seconds in Q1 2024, posting a 16-second rise on equivalent figures from the previous year.
Meanwhile, the frequency of interaction has improved year-on-year for direct mail, door drops and partially addressed mail, with PAM recording the highest increase in this category (+8.3% Y-O-Y) for the second quarter in a row.
JICMAIL found that the amount of mail filed away has reached a three-year high, with over 20% of mail retained within the home.
Growth in Purchases Prompted by Direct Mail
In addition to providing headline statistics, JICMAIL has taken a more granular approach to analysing commercial actions prompted by mail. Its reporting has detailed how 38% of website visits prompted by mail converted into a purchase.
Meanwhile, 30% of mail prompts a commercial action, such as visiting a sender’s website or looking up account details, highlighting that mail sparks healthy engagement amongst its recipients.
Overall, the cost of generating a minute of ABC1 adult attention now stands at £0.11 for direct mail and £0.07 for door drop media, which compares favourably with social and digital display.
Another set of results that demonstrate the powerful total effects from mail with more interactions, more attention and deepening effectiveness presenting opportunities for smart solutions that fully exploit them. Our recent work on political campaigns also highlights the unique properties of mail for the political parties to get their messages read and discussed in the home, a stand-out ‘democratic’ effect in a new era of mis-information elsewhere
Mark Cross, Engagement Director JICMAIL
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