JICMAIL Update Highlights Sustainability and Effectiveness

Figures released by The Joint Industry Currency for Mail (JICMAIL) have demonstrated the power of mail to deliver positive results on sustainability and commercial effectiveness.

JICMAIL’s Q3 2024 update has focused on increased volumes, higher engagement, and new results that showcase mail’s green credentials.

Volumes tracked on the JICMAIL panel of 1,100 UK households increased by 5% year on year in the third quarter of the year.

Direct Mail volumes were up year-on-year across the medical, travel, supermarket and retail sectors. Meanwhile, over 7,000 advertisers used Direct Mail or Door Drops between Q1 and Q3 2024 according to circulation figures published by Nielsen Ad Intel.

JICMAIL’s quarterly results also revealed that 87% of discarded mail was recycled, a 14 percentage points increase year-on-year.  

Direct Mail Q3 2024 headline statistics

Direct Mail Enjoys Clean Sweep of Engagement Metrics

Year-on-year increases have been recorded for Direct Mail across Attention, Frequency of Interaction, Item Reach, and Lifespan.

The time we spend with Direct Mail has been rising steadily throughout the past two years, rising 16 seconds since the start of 2023.

Mail retention has also increased across most formats, with items staying longer in the home.

• Direct Mail Lifespan is 7.4 days, up by 12.2% y-o-y.
• Partially Addressed Mail Lifespan is 7.3 days, up 12.2% y-o-y.
• Door Drops Lifespan is 5.9 days, down 5.6% y-o-y.
• Business Mail Lifespan is 8.7 days, up 9.2% y-o-y.

Download the Q3 2024 Direct Mail Factsheet

Mail Continues to Drive Purchasing Behaviour

The Mail channel gave plenty of positive signals to advertisers in Q3 2024. Across all types, mail was read, looked or glanced at by 77% of recipients.

Other statistics revealed that Mail items were discussed with someone else by 15% of its audience, with 6% going on to make a purchase (half of those were online).

The effectiveness of warm Direct Mail was also measured. The average response rate was measured at 7.9% compared to 0.9% for cold Direct Mail.

JICMAIL Celebrates Broad Impact of Mail

JICMAIL is a not-for-profit industry organisation which provides the gold standard of information and independent research relating to consumer activity with mail in the home. Utilising 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 “With the impending launch of the cross-industry Print Green initiative, it feels very timely to highlight an important facet of the mail channel’s sustainability: The fact that so many households – a growing number at that – are willing to recycle their discarded mail should provide pause for thought amongst those advertisers who are looking to do everything they can to improve the sustainability credentials of their marketing budget.”   

Mark Cross, Engagement Director, JICMAIL added, “It is striking that according to the latest circulation data form Nelsen Ad Intel, over 7,000 brands have used advertising mail so far this year equating to 16% of all UK advertisers.”

Download the Q3 2024 Direct Mail Factsheet

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