The Joint Industry Currency for Mail (JICMAIL) has released its latest results, which reveal more positive aspects for businesses sending direct mail.
Not only is mail marketing driving digital conversions, but it also continues to hold consumers' attention.
JICMAIL’s Quarterly Results report, covering Q4 2023, shows that 40% of website visits prompted by mail converted into online purchases in the latter part of the year.
It also includes analysis showing that 6.5% of mail (including Direct Mail) prompted a purchase during the busy Christmas trading period, with half of these purchases occurring online.
Direct Mail Attention is up Year-on-Year
The time direct mail is engaged has increased year-on-year, albeit it stabilised in Q4 2023.
In Q4 2022, direct mail was engaged for 108 seconds over 28 days. This has now increased to over two minutes (124 seconds).
By comparison, door drop attention increased over the last 12 months, reaching 62 seconds in Q4 2023. This compares to the previous year’s equivalent measurement of 46 seconds.
Direct Mail Prompts Online Purchases and Interactions
In Q4 2023, 8.4% of mail prompted a website visit, 4.8% an account look-up and 3.3% an online purchase, representing a 40% conversion rate from site to purchase.
Meanwhile, 2.3% of mail prompted an in-store purchase in the final three months of 2023.
These statistics highlight how mail can play a part throughout the consumer journey and its versatility in prompting offline and online actions.
Direct Mail is a “Triple Win”, Praised by JICMAIL Leaders
JICMAIL's unique insights are derived from a monthly panel of 1,000 households. By measuring the lifecycle of a mail item —from opening and reading to filing away or taking action —JICMAIL data provides marketers and advertisers with the ammunition they need to run effective campaigns.
This latest set of results across the critical trading period of the year, continues to demonstrate the value to be unlocked from including mail in the mix. A triple win of high engagement, high attention, and high conversion to transactions with rich physical and online interactions.
Mark Cross, Engagement Director JICMAIL
The challenges faced by the British high street in Q4 have been well documented. For those advertisers who invested budget in mail, however, the channel did its bit, driving both in-store and online purchases when it’s getting harder and harder to stimulate immediate response from performance marketing activity. A 40% conversion rate from site visit to purchase is the type of performance that should catch the attention of digital growth marketers
Ian Gibbs, Director and Data Leadership and Learning JICMAIL
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