JICMAIL Golden Insights of Direct Mail

JICMAIL provides crucial research into the effectiveness of direct mail campaigns and consumer interactions. The research is taken from their research panel data from Q2 2017 to Q3 2020. This research insight enables businesses and brands to understand how to maximise the channel's potential and how direct mail is opened, read, retained, and utilised by consumers at home.

See below some of their golden insights and a better understanding of the value direct mail can deliver.

Direct Mail Creates Strong Audience Reach and Makes an Impression

To understand the impact of direct mail, JICMAIL introduced impression-based media planning to the mail industry by measuring:

• Reach: how many people see and share a mail campaign
• Frequency: how many times a mail pack is interacted with

Based on this understanding of reach and frequency, Direct Mail typically generates around X5 times the number of opportunities for a message to be seen versus the number of mail items delivered. This expands the overall audience reach beyond what media planners previously believed, demonstrating that direct mail can offer more opportunities for companies to foster stronger brand engagement, interactions, and sales.

Mail Drives Consumer Behaviour 

Typically, the consumers’ behaviour and last interaction from receipt of mail activity are measured, with items delivered against campaign response. In addition to this behavioural activity, JICMAIL data provides insight into the direct mail’s effects on driving consumer behaviour across the purchase funnel, including online journeys.

Direct Mail is Resilient 

Even during the COVID lockdown period, consumers' interaction with direct mail increased, with many households spending more time with the mailings they received.

Direct Mail is not Age-Biased

Typically, advertisers have looked to other channels to communicate with younger audiences, resulting in a lower frequency of item receipt compared to the all-adult base. Direct mail should not be overlooked as a channel when targeting this audience. Young adults aged 17-34 see direct mail items as a valuable channel, keeping them for over 10 days. The 2020 data shows that the items they received experienced an increase in responsiveness. 

Visit JICMAIL's Insights page to read more about the effectiveness of direct mail and view the complete list of their seven key insights.

Source: JICMAIL Item Data Q2 2017 – Q3 2020 Direct Mail