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…
The story in Q2 2020…
More time at home equals more time with mail.
The story in Q3 2020…
Increased digital effects attributed to mail.
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
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