What is JIC?
Launched on the 18th January 2018, JICMail, the Joint Industry Committee for Mail offers an insight on the performance of Direct Mail allowing businesses to benchmark their mail investment against other media channels and see the true impact of their Direct Marketing Mail.
The data is captured by Kantar TNS. Using a sample of 1,000 UK households, they follow each piece of mail over a four week period to reveal the true impact Direct Marketing Mail has.
The key benefit of JICMail is the ability to measure readership, reach and frequency of exposure for each piece of Direct Mail sent, giving the industry the same metrics to measure success as all other media channels. JICMail has produced some exceptional statistics to support the use of Direct Marketing Mail in the UK.
This data produced by JICMail helps to build a compelling case for Direct Mail allowing it to be planned on a level playing field with Television, Radio and Outdoor Media for the future.
Here’s some stats from the first 6 months data
Source: JICMAIL Q2 2017 to Q1 2018, Kantar TNS, 2018. Base: Addressed Mail Items n=20,684
Combining all sectors – here’s how mail has performed:
|Days in the home||6.8|
Source: Royal Mail Market Research
Here’s what we think:
The statistics create a compelling argument for the case of Direct Mail. With Mail being opened, kept and shared among a household and sticking around for an average of 6.8 days and considering 70% of consumers have responded digitally as a result of receiving a piece of Direct Mail – why not give it a go and see for yourself?
To find out more about how Secured Mail can help with your Direct Mail, click here.
To find out more about JICMail, visit the JICMail website here.
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