January 31, 2018

2018 Direct Mail Facts & Figures – JICMAIL Report

2018 Direct Mail Report


The JICMAIL, a Joint Industry Committee set up to represent clients who use mail and the industry that delivers it, have just launched their 2018 Direct Mail Annual ReportNew Currency for Mail.”

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.


What do UK Consumers do with Their Mail?

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.


  1. Advertising 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.

1.1 Addressed Mail

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:

  • 57% opened it when it just arrived and 20.8% open it within twenty-eight day period
  • 48.5% read/looked/glanced at it and 23% within twenty-eight day period
  • 26% threw it away/recycled
  • 24% put aside to look at later
  • The average household receives 1.3 items each day
  • The presence of children increases the number of items of addressed mail received – 1.45 versus 1.25
  • ABC1s receive significantly more addressed mail than on average at 1.46
  • Women are 16.7% more likely than average to be exposed to addressed mail
  • The average frequency (re-visited) across addressed mail is 4.2
  • Letters do command a higher frequency than catalogues or “partially” addressed mail
  • Leaflets and flyers are revisited 3.6 times.


1.2 Door drops

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:

  • 60.5% read/looked/glanced at it
  • 85% threw it away/recycled
  • 16% put it aside to look at later
  • The average  frequency for door drops is 3
  • The top ranking frequency is for information about entertainment or activities
  • Having children in the household does not significantly increase the number of unaddressed items received but age and social grade do
  • Younger respondents (aged 16-24) receive significantly fewer items of door drop at 0.55
  • ABC1s receive significantly more than C2s at 0.66 and DE at 0.70.

  1. Business Mail

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:

  • Reach for business mail is the highest across all mail categories at an average of 1.2
  • It is least likely to be shared when the letter is addressed to the household coordinator, but still will be shared with a reach of 1.1.
  • Frequency is highest in those categories where it is personally addressed either to the household coordinator or to someone else in the house the household co-ordinator then passes it on to
  • Business mail frequency is highest for Utilities at 5.4.


What Mail is Received and When?


Want to know more? Download the full report:

Source: JicMail.co.uk.

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 B2CDirect Mail, Data Management, Printing, Discount Postage, Membership Communication Services and Marketing Consultancy.

 Contact us: hello@romax.co.uk +44 (0) 20 8293 8550


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January 31, 2015

List Management How Ready are You for Your Campaigns?

List management how ready are you for your campaigns?

You may be wondering who some of the people on your database actually are, how they came to be there, whether they have changed their address – or name – have moved, and so on, when did they last purchase or donate, let alone interact with you an organistion. You might be curious whether they actually remember you, know much about you, recall how you came to be bound together.
Whenever your business period of trading is, your data is the most important asset, but unfortunately not the most cared for asset. It’s vital at any time, to be working  with and investing in your data lists, so that you can trust, that they will deliver the live prospects so vital to your success during your busy period. Now is the time to make your data the valuable asset it should be.

This is where our experienced and professional team here at Romax truly come into their own. For almost twenty years now, we have delivered the standard of data that makes a campaign, rather than leaving you with the kind that can simply break one. We know, that inaccurate data can be disastrous to the results.

We are committed to delivering the level of clean and accurate data that you should always demand. We look at key areas, such as ensuring the accuracy of both postcodes and address formats, considering movers and gone-aways, and of course, mortality registers. The Romax team uses our wide experience with data mining, manipulation and aggregation techniques to build and deliver clean and accurate data, which is reliable and ready-to-use; thanks in no small part to our unique 22-point check on all data that we receive.

Our aim is to help you gain the maximum return on investment during your key business season – and year round. This is done through the development of strategic direct marketing plans across all the media channels you choose to use, to support your carefully-crafted creative activities.

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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January 22, 2015

Virtual Board Meeting Romax

Better a virtual board meeting than no meeting at all!

There’s nothing better than a face to face meeting, the shake of a hand and the sharing of ideas is best done in person. However sometimes time constraints or unforeseen situations arise what used to mean a postponement. That was in the past – before the investment in our IT Structure! Now by using our new technology there is no barrier to a successful meeting.

MS    WD   RS

Case in point today, our monthly scheduled board meeting could not be attended in person by all. However, Wes Dowding, our Operations and Technology Director, simply said – “no problem, we simply link through our office 365 portal, have a video conference and share screens with each other to share documents as necessary”. So that’s what we did!

The ease and productivity of the meeting was not effected and there was a time saving as travel was avoided, releasing more time for other things (like sharing this information in a blog!).

The only negatives were that Wes received excellent tea service from the Client Services Team, whilst Margaret and Robin had to fend for themselves, and that the headsets don’t suit everyone!

Board Meeting

Watch out for further communications from Romax. We specialise in data driven digital print and marketing, but we operate with a modern and proactive outlook. For more information call 020 8293 8550 or email hello@romax.co.uk

December 31, 2014

Is your direct mail supplier up to standard?

Quality check: Is your direct mail supplier up to standard?

Whether it’s passing the Christmas deadline panic, starting a new financial year, or simply being inspired by the fresh start, the new year often prompts organisations to carry out reviews. That’s certainly true users of direct mail, but one review you may overlook is the quality record and procedures of your direct mail supplier.

Over recent years, the economic downturn has rightly focussed service buyers on cost, what is clear now is that the best companies, despite having to tighten their belts too, have continued to provide the highest level of service and continued to invest in employees, equipment and technology, ensuring process and security are paramount.

While vetting such procedures may seem like unnecessary red tape, it can be a smart long-term move. Most organisations that use direct mail specialists do know better than to simply pick the cheapest option, but relying on past performance and even personal experience when selecting and maintaining a supplier is inadequate. That simply tells you everything has gone great so far, but doesn’t adequately address the risks that the service might drop off in the future.

That’s where quality procedures come in. There’s no such thing as a 100% guarantee, but looking for direct mail specialists with proven and accredited quality procedures is the best way to make sure the fundamentals are in place and risks are minimised.


So what to look for? Numerous ISO standards measure whether a company is up to scratch on a range of specialist procedures, usually through independent accreditation and assessment. Some key standards to look out for in a direct mail specialist are ISO 27001, which covers the way firms handle and store confidential data such as customer information; ISO 14001, which covers environmental management; and ISO 9001, which covers the overall way a company maintains quality, meeting customer needs while still complying with legal regulations.

You can also look for the Investors in People standard (managed by the UK Commission for Employment and Skills rather than the ISO.) This uses a recognised (basic), then bronze, silver and gold standard to assess whether a firm has a clear business plan, realistic and measurable targets for achieving the plan, and effective systems for managing staff and harnessing their ideas.

Dealing with direct mail suppliers who meet the standard is useful to meet your own business’s ethical value framework. Just as significantly, firms that meet the standard are more likely to be able to grow, adapt and maintain excellent service to customers rather than being inflexible, stagnant and unable to deal with potential crises.

Remember that not every reputable direct mail supplier will have opted to get accreditation for standards, perhaps because it feels the administration involved is not worthwhile. But never be afraid to ask about a potential supplier’s quality procedures because ultimately the way they run their business directly affects the service they can give you.

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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