JICMAIL Results Highlight Mail Channel Progress

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

• With the average piece of advertising mail reaching 1.1 people
• A strong 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 4.5 times in the time it is 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 is strong commercial effectiveness, with year-on-year growth rates outstripping the growth in frequency of interaction with mail. Business mail is now working harder than ever to drive a commercial response. 

• 74.9% of all mail (DM, Doordrops, and Business Mail combined) were read and looked at Q2 2023, representing a 2% growth in effectiveness versus Q2 2022
• 64.1% of all mail was opened (+2% in Q2 2022)
• 46.2% of all mail was retained at home (+2% in Q2 2022)
• 15.7% of all mail drove brand discussion with someone (+2% Q2 2022)

All types of Mail have seen an increase in engagement in Q2 of 2023

Direct Mail items were engaged with for >2 minutes across 28 days.

Download the Q2 2023 Fact Sheet