Business Mail Q3 2023 Effectiveness

Download the Q3 2023 Business Mail Factsheet

Research from JICMAIL’s monthly diary-based panel data reveals that:

• With the average piece of advertising mail reaching 1.2 people
• A strong lifespan advertising mail staying within the household for over 8.6 days
• The frequency of the message is highly impactful with direct mail items being read 4.8 times in the time it is within the home

Commercial Actions: All Mail Items

As a result of receiving items at home, all commercial actions have seen an increase YoY

The impact of mail has strong commercial effectiveness, with the year-on-year growth rates outstripping the growth in frequency of interaction with mail. Business mail is now working harder than ever at driving a commercial response than ever before. 

• 74% of all mail (DM, Doordrops, and Business Mail combined) were read and looked at Q3 2023, representing a 2% growth in effectiveness versus Q3 2022
• 4% of all mail were put on display at home (+1% in Q3 2022)
• 5% of all mail prompted a purchase (+1% Q3 2022)
• 15% of all mail drove brand discussion with someone (+1% Q3 2022)

All types of Mail have seen an increase in engagement in Q3 of 2023

Direct Mail items were engaged with for >2 minutes across a 28 day period.