Marketing mail matters
Innovation and more robust measurement are giving traditional direct mail a new lease of life.
In 2018, Joint Industry Committee for Mail (JICMAIL) was launched. Advertising mail is the third largest media channel in the UK, worth an estimated £1.7bn annually. JICMAIL delivers industry-standard audience measurement data for advertising mail and door drops.
It lets us measure the readership, reach and frequency of exposure for each piece of direct mail delivered in the UK (includes addressed and unaddressed) and shows its commercial value.
The latest panel data reveals:
- 70% of UK direct mail items are opened
- 7% prompt a visit to the sender’s website.
We provide a range of valuable services to companies, including unaddressed mail. They want to send it, and many consumers want to receive it.
Despite more than half of items being disposed of within 28 days, 45% are still live after one month. Almost 65% of items were read or glanced at during this period, while 12% were filed for reference, and 3% put on display.
Marketing mail is important because, as well as helping businesses grow by connecting consumers with services and products they want, it grows our revenue pools so that we can keep delivering a Universal Service.
