Business Mail enjoyed another boost in engagement in the third quarter of 2024, according to data from The Joint Industry Currency for Mail (JICMAIL).
Results showed that Business Mail continues to benefit from increased time in the home, as well as a greater frequency of interactions compared to the previous year.
Overall, JICMAIL’s quarterly results painted a promising picture for engagement with the mail channel. This includes the finding that 7,137 advertisers used Direct Mail or Door Drops between Q1 and Q3 2024, as revealed by circulation figures from Nielsen Ad Intel.
Meanwhile, the influential trade organisation also highlighted that 87% of discarded mail is being recycled by UK households, up 14 percentage points year-on-year.
Business Mail Q3 2024 Headline Statistics
Business Mail displayed some of the largest improvements in engagement throughout the previous year.
Lifespan within the home is now up to 8.7 days, representing a 9.2% rise on the previous year. Business Mail also retains its title of ‘most read’ amongst all mail formats. Frequency of interaction is 4.86 times whilst in the home, a 3.1% rise on corresponding figures from Q3 2023.
Download the Q3 2024 Business Mail Factsheet
Panel Volumes Increase as Advertisers Put Faith in Mail
Volumes tracked on the JICMAIL panel of 1,100 UK households increased by 5% year on year in Q3 2024.
Meanwhile, Direct Mail volumes were up year-on-year across the medical, travel, supermarket and retail sectors. Door Drop volumes also grew across all sectors bar charities and automotive, with a 20% growth in overall volumes.
Business Mail continued to enjoy the greatest share of Attention of all mail formats, with the amount of time spent with mail remaining stable across the year.
- Direct Mail Attention is 134 seconds, up five seconds year-on-year.
- Partially Addressed Mail Attention is 88 seconds, down one second year-on-year.
- Door Drops Attention is 56 seconds, down two seconds year-on-year.
Download the Q3 2024 Business Mail Factsheet
Mail Continues to Drive Buyer Behaviour
Mail drove 6% of purchases in Q3 2024, with nearly half of those made online. This statistic is consistent with previous results and fits a wider narrative around mail’s commercial effectiveness.
A sizeable 77% of mail was read or looked at with 15% of mail prompting a discussion and nearly a tenth resulting in a website visit.
JICMAIL data also revealed that warm Direct Mail achieved a 7.9% response rate, comparing favourably with other mediums and channels.
JICMAIL: “Sustainability of Mail Should Provide Pause for Thought”
JICMAIL is the industry’s leading and trusted source of reporting on the effectiveness of mail. The organisation’s comprehensive and independent research is based upon data that offers clear and actionable insight into how to mail can impact upon buying behaviour.
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 Business Mail Factsheet
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