NEWS19 January 2018

Jicmail launched to give advertisers mail currency

Media News UK

UK – The mail industry and key trade bodies have joined forces to create a currency for mail to support media planning, called Jicmail.

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The new media metrics for mail gives robust audience data for mail by measuring readership, reach and frequency of exposure to each mail item. It means the value of mail campaigns can be measured alongside television, radio, outdoor and press on a level playing field for the first time.

The data is captured by Kantar TNS using a diary that follows each piece of mail for four weeks in a nationally representative sample of 1,000 households per quarter in the UK.

During the six months before the launch of Jicmail insights gathered include: 51% of all mail was read immediately – whether addressed or door dropped – with a further 19% followed up later; each mail item was revisited on average 3.8 times; and 21% of all items went on to create commercial actions – for example making a purchase, visiting a website, or going to a store.

Trade bodies involved in establishing Jicmail include the Direct Marketing Association, Institute of Practitioners in Advertising and ISBA. Businesses involved were Royal Mail and Whistl.

Chris Combemale, chair of the Jicmail Board and CEO of the DMA Group, said: "Traditionally, direct mail has been measured on ‘after-the-event’ impacts like ROI, but these new metrics will provide insight at the all-important planning stage, enabling it to go head-to-head with other media when budgets are being allocated.

"Clients are increasingly demanding accountability for every penny they invest and in 2018 planners will finally be able to compare directly between mail and other media channels. The fact that this is a cross-industry initiative highlights the importance of the Jicmail research and continued influence of the channel."