How have multi-channel mail behaviours changed in a year like no other?

JICMAIL have held another great webinar titled, ‘How have multichannel mail behaviours changed in a year like no other?

For those who don’t know, JICMAIL (the Joint Industry Committee for Mail) are an independent body delivering industry-standard audience measurement data for advertising mail and door drops.

They provide the same metrics for mail that are available for other channels, making mail measurable.

In their latest webinar, Ian Gibbs, Director of Data Leadership and Learning, looks back at how consumer behaviour with mail has changed over the past 12 months. 

Read on to discover our key takeaways from the webinar.

We’ve also included the video recording of the full webinar at the bottom of this article if you’d liked to give it a watch yourself.

So how have mail behaviours changed over the past year?

These 3 slides sum up the story of 2020 during the pandemic… 

More time at home means more time spent with mail

The story in Q2 2020…

More time at home equals more time with mail.

Increased digital effects attributed to mail

The story in Q3 2020…

Increased digital effects attributed to mail.

Mail drives commercial impact with even greater efficiency

The story in Q4 2020…

Mail drives commercial impact with even greater efficiency

And here are some of the stand-out stats we took away from JICMAIL’s webinar…

Mail effectiveness is up year on year

As a result of receiving mail, there was a 47% YoY increase in users going online for more information, visiting a sender’s website, and also looking up account details.

7% of all ad mail prompted a purchase in Q4 2020, representing 19% growth year on year

Door Drops delivered in Q4

Door drop ‘frequency of interaction’ was up 9% in Q4 last year.

At the same time, addressed mail saw normal seasonal interaction rates. Item reach (mail sharing) remained stable for door drops and business mail year on year.

The lifespan of mail continues to rise

Vouchers, local services and appointment related info have all stayed in the home longer in Q4 2020 than a year ago.

Here’s a picture of lifespan by content type…


  • Door Drops – 7.1 days in the home – up 37%
  • Door Drop Local Services info – 8.7 days in the home – up 27%
  • DM appointment related information – 10 days in the home – up 40%

Give the webinar a watch below

Speak to the specialists in mail

We’re RNB Group, specialists in all areas of mail, whether that’s overseeing your direct mail marketing campaigns or giving you the tools to manage your essential mail from the comfort of your home office. It’s all here.

If you’d like to talk to us about your mail requirements, please get in touch today and we can offer you the best solutions.

Drop us an email at [email protected], call us on 0113 210 0055 or complete our quick contact form.

We’d love to help.

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