2018 Direct Mail Facts & Figures – JICMAIL Report
Over a 3 month period, JICMAIL tracked the mail activity of around 1,000 households. Participants recorded via an App the mail they received each week and subsequent actions taken by them or anyone in their household, as a result of receiving the mail, for three further weeks. The currency was supported by a face to face Omnibus survey and an online survey.
Over the subsequent twenty-eight days they are still opening their mail.
To capture details on all mail coming into the house and understanding what happens with that mail it was decided to capture everything received. This gives us data to understand the different exposure to reach and frequency for different types of mail.
This can effectively come from any sector from a Supermarket to a Financial or Services Business. It is classified as addressed mail if it clearly contains information about products and services, or an offer that drives recipients to the web.
Addressed Mail is an item of mail addressed to an individual in the household. The type of mail piece to qualify as AM must be a letter, catalogue or leaflet/flyer addressed either to the householder, someone else in the house, to the “occupier,” or someone else who doesn’t live there.
The report concludes that with addressed mail:
These are items which do not have an address and are not addressed to a “householder” or “occupant”. Again, of course, they can come from any sector and can be from any sender.
The report concludes that the door drops:
Business mail can come from any sector but it must contain a financial information, statements, bills, notification or reminder rather than an advertising message. Business mail is not a key focus for this study but we have included a section on business mail in order for planners to be able to understand the reach and frequency of customer communications which is what this portion of mail includes.
The report concludes that for Business Mail:
Want to know more? Download the full report:
The blog post was written by Nilda Cerna, Marketing Manager Romax Marketing & Distribution.
Romax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2C, Direct Mail, Data Management, Printing, Discount Postage, Membership Communication Services and Marketing Consultancy.
Contact us: email@example.com +44 (0) 20 8293 8550