Results from The Joint Industry Currency for Mail (JICMAIL) update for Q1 2024 have highlighted the continued effectiveness of Direct Mail, Business Mail, Partially Addressed Mail and Door Drops.
Advertisers utilising mail benefitted from an uplift in Reach, Frequency and Engagement, as well as increased purchases prompted by mail, compared to figures from the previous year.
JICMAIL findings have also revealed that 6% of mail prompted a purchase in Q1 2024, up from 4.2% year-on-year, with 46% taking place online and 32% in-store.
Direct Mail Q1 2024 headline statistics
Direct Mail Attention and engagement shows positive gains
Following a drop-off towards the end of 2023, Direct Mail Attention climbed to 134 seconds in Q1 2024, posting a 16-second rise on equivalent figures from the previous year.
Meanwhile, Frequency of Interaction has improved year-on-year for Direct Mail, Door Drops and Partially Addressed Mail with PAM recording the highest increase in this category (+8.3% Y-O-Y) for the second quarter in a row.
Elsewhere, JICMAIL found that the amount of mail being filed away has reached a three-year high with over 20% of mail being retained within the home.
Download the Q1 2024 Direct Mail Factsheet
Growth in purchases prompted by mail
As well as providing headline statistics, JICMAIL has been taking a more granular approach to analysing commercial actions prompted by mail. Its reporting has detailed how 38% of website visits prompted by mail converted into a purchase.
Meanwhile, 30% of mail prompts a commercial action, such as visiting a sender’s website or looking up account details, highlighting the fact that mail sparks healthy levels of engagement amongst its recipients.
Overall, the cost of generating a minute of ABC1 Adult attention now stands at £0.11 for Direct Mail and £0.07 for Door Drops, which compares favourably with both social and digital display.
JICMAIL champions rise in mail effectiveness
JICMAIL data gives media planners a clear and accurate picture of the efficacy of mail campaigns.
Ian Gibbs, JICMAIL, Director of Data Leadership and Learning, said “Mail has continued to prove its impact at the sharp end of the consumer purchase funnel in Q1. Despite Google once again delaying the death of third party cookies, savvy marketers will be adapting their measurement efforts to reduce reliance on last-click-attribution models and instead move towards full-effect measurement techniques.
The JICMAIL panel now reports on a range of omni-channel purchase actions, painting a fuller, more accurate picture of mail effectiveness.”
Mark Cross, Engagement Director of JICMAIL added: “Another set of results that demonstrate the powerful total effects from mail with more interactions, more attention and deepening effectiveness presenting opportunities for smart solutions that fully exploit them. Our recent work on political campaigns also highlights the unique properties of mail for the political parties to get their messages read and discussed in the home, a stand-out ‘democratic’ effect in a new era of mis-information elsewhere.”
Looking for competitively priced postage with expert mail management? At Posthub our client-focused team of experts will simplify the complexity of your data and mail requirements to give you the best experience in direct mail.
Get in touch if you require direct mail delivery or direct mail management services.
Share this article
You may also like...
Looking for Mail Management and Postal Services?
Speak to us today, to see how we can help.
Here at Posthub, you will be allocated a personal Postal Manager. Speak to us to find out how we can help.
Or let us give you some ideas on how we can help you drive your business forward.