Figures released by The Joint Industry Currency for Mail (JICMAIL) have demonstrated the power of mail to deliver positive sustainability and commercial effectiveness results.
JICMAIL’s Q3 2024 update has focused on increased volumes, higher engagement, and new results that showcase mail’s green credentials.
The volumes tracked on the JICMAIL panel of 1,100 UK households increased by 5% year-over-year in the third quarter.
Direct Mail volumes increased year-over-year across the medical, travel, supermarket, and retail sectors. Meanwhile, according to Nielsen Ad Intel's circulation figures, over 7,000 advertisers utilised direct mail or Door Drops between Q1 and Q3 2024.
JICMAIL’s quarterly results also revealed that 87% of discarded mail was recycled, a 14 percentage point increase from the previous year.
Direct Mail Enjoys Clean Sweep of Engagement Metrics
Year-on-year increases have been recorded for Direct Mail across Attention, Frequency of Interaction, Item Reach, and Lifespan.
The time we spend with Direct Mail has been rising steadily over the past two years, increasing by 16 seconds since the start of 2023.
Mail retention has also increased across most formats, with items staying in the home for more extended periods.
- Direct Mail life span is 7.4 days, up by 12.2% y-o-y.
- Partially Addressed Mail Lifespan is 7.3 days, up 12.2% y-o-y.
- Doordrop Media Lifespan is 5.9 days, down 5.6% y-o-y.
- Business Mail Lifespan is 8.7 days, up 9.2% y-o-y.
Mailing Campaigns Continue to Drive Purchasing Behaviour
The Mail channel provided numerous positive signals to advertisers in Q3 2024. Across all types, 77% of recipients read, viewed, or glanced at the mail.
Other statistics revealed that 15% of Mail's audience discussed mail items with someone else, with 6% going on to make a purchase (half of those were online).
The effectiveness of warm Direct Mail was also measured. The average response rate was 7.9% compared to 0.9% for cold Direct Mail.
JICMAIL Celebrates Broad Impact of Mail Delivery
JICMAIL is a not-for-profit industry organisation that provides the gold standard of information and independent research on consumer activity with mail in the home. Utilising JICMAIL data gives media planners a clear and accurate picture of the efficacy of mail campaigns.”
It is striking that according to the latest circulation data form Nelsen Ad Intel, over 7,000 brands have used advertising mail so far this year equating to 16% of all UK advertisers.
Mark Cross, Engagement Director JICMAIL
Postal Support Solutions
Discuss your postal requirements
Share this article
You may also like...
