JICMAIL Q4 2023 results highlight strong mail-to-website conversion

The latest quarterly results from The Joint Industry Currency for Mail (JICMAIL) have revealed the important role played by mail in driving commercial returns during the latter part of 2023.

JICMAIL’s Q4 2023 report has signposted strong mail-to-website conversion as a particular highlight. This is supported by analysis that revealed an impressive 40% of website visits prompted by mail converted into online purchases.

Meanwhile, 6.5% of mail (including Direct Mail, Business Mail, Partially Addressed Mail and Door Drops) prompted a purchase in the crucial Christmas period. JICMAIL analysis found that half of these purchases were transacted online.

Business Mail Q4 2023 statistics

Download the Q4 2023 Business Mail Factsheet

Mail continues to prompt online action

Online purchases prompted by mail were up from 3.0% to 3.3% quarter-on-quarter while Door Drop Attention increased by four seconds during the same period.

Mail has a vital role to play throughout the consumer journey, both online and offline. Quarterly insights from JICMAIL also revealed:

• In Q4, 8.4% of mail prompted a website visit, 4.8% an account look-up and 3.3% an online purchase. This purchase rate reflects a 40% conversion rate from site to purchase
• Mail also had an impact on bricks-and-mortar retail with 2.3% of mail prompting an in-store purchase in Q4 2023.

Increased year-on-year results highlight mail effectiveness

Marketers utilising mail will have benefitted from its increased effectiveness in 2023. Website visits, purchases and discussions prompted by mail all witnessed year-on-year growth.

When reviewing the commercial actions of all mail types, JICMAIL polling discovered that the mail channel proved to be resolute across Brand Discovery, Customer Engagement and Purchase touchpoints.

Results included:

• 15.1% of recipients discussed mail with someone (up 0.8% Y-O-Y).
• 8.4% visited the sender’s website (up 0.5% Y-O-Y).
• 0.7% planned a large purchase (up 0.1% Y-O-Y).
• 6.5% bought something/made a payment or donation online (up 1.7% Y-O-Y).

Commercial Actions: All Mail Items

Website visits, purchases and discussions prompted by mail have all increased in Q4 2023.

Mail praised for its role in the attention economy

JICMAIL data is gathered from a panel of one thousands households per month and is obtained by measuring the entire lifecycle of a mail item.

From opening and reading mail to filing it away or taking an action, JICMAIL’s unique datasets allow marketers, advertisers and mailing houses to run more effective campaigns.

These latest results highlight mail’s continued ability to capture attention and convert in the digital and physical retail landscape.

“The challenges faced by the British high street in Q4 have been well documented of late. For those advertisers who invested budget in mail however, the channel did its bit – driving both in-store and online purchases at a time when it’s getting harder and harder to stimulate immediate response from performance marketing activity. A 40% conversion rate from site visit to purchase is the type of performance that should catch the attention of digital growth marketers.”
- Ian Gibbs, JICMAIL, Director of Data Leadership and Learning

“This latest set of results across the critical trading period of the year, continues to demonstrate the value to be unlocked from including mail in the mix. A triple win of high engagement, high attention and high conversion to transaction with rich interactions physically and online.”
- Mark Cross, Engagement Director of JICMAIL

Download the Q4 2023 Business Mail Factsheet

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