The Joint Industry Currency for Mail (JICMAIL) has posted its latest update, with results showing a positive rebound for Business Mail Attention in Q1 2024.
Each Business Mail item is interacted with for 175 seconds, up from 168 seconds in the previous quarter, and a 16-second increase on figures from the previous year.
Overall, JICMAIL’s findings reveal a broad range of upward trends regarding mail effectiveness across Business Mail, Direct Mail, Partially Addressed Mail and Door Drops.
The headline statistic is that 6% of mail prompted a purchase in Q1 2024, a 1.8 per cent increase year-on-year.
Business Mail Q1 2024 headline statistics
Attention and reach show positive signs for Business Mail
The steady growth of Business Mail Attention is reflected by a 25-second rise in the time interacted with each item since the back-end of 2022. Item reach in the household has also increased with each item of Business Mail now reaching 1.16 people.
This pattern is largely repeated across the mail channel. Results include:
- Direct Mail: 16-second year-on-year increase in Attention and 1.1% boost in Frequency of Interaction.
- Partially Addressed Mail: +36-second year-on-year increase in Attention and +8.3-second rise in Frequency of Interaction.
- Door Drops (Unaddressed Mail): 3-second year-on-year increase in Attention and +0.9% year-on-year jump in Lifespan.
Download the Q1 2024 Business Mail Factsheet
Mail continues to influence consumer behaviour
The ability of mail to prompt commercial actions is part of a long-term trend. JICMAIL reported that 38% of website visits prompted by mail converted into an online purchase in the first three months of 2024.
Meanwhile, the amount of mail we’re retaining has reached a three-year high with over a fifth (20.2%) being filed away in the home.
Other results include:
- 30% of mail prompted a commercial action in Q1 2024.
- Almost half of purchases prompted by mail were completed online (46%) vs in-store (32%).
- The Cost of Attention for ABC1 Adults is £0.11 for Direct Mail compared to £0.20 for Social Display.
JICMAIL: "Mail has continued to prove its impact"
JICMAIL is the industry’s 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 “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.”
Download the Q1 2024 Business Mail Factsheet
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