JICMAIL Q1 2023 Results: Mail engagement and effectiveness reached their highest level in a year

JICMAIL’s diary-based data captured from a panel of one thousand households every month reveals that in Q1 2023:

• 95% of mail was engaged with. In other words, 95% of mail had some form of physical interaction from consumers other than being immediately thrown away. This engagement has in turn lead to better returns for advertisers, with 30% of mail prompting commercial actions from consumers such as purchases, voucher redemption, website visits and store footfall.
• Both mail engagement and mail effectiveness were at their highest level in a year. At a time when the inflation rate has remained in the double-digits and consumers’ wallets are feeling more stretched than ever, mail has again proven itself to be an effective channel to communicate with households when times are tough.
• In addition, mail open, read and retention rates have experienced year-on-year growth for the third quarter in a row. 75% of mail (including Direct Mail, Business Mail and Door Drops) was read in Q1 2023, 65% was opened, and 46% was still live in the home (i.e. had not been discarded) after 28 days.
• While increased levels of mail interaction gives advertisers confidence that consumer exposure to their advertising comms is being maximised in the mail channel, they will also be reassured by the growing effectiveness of the mail channel across the entire purchase journey in Q1 2023.
• Key metrics related to product discovery improved year-on-year, with 16% of mail driving discussions about brands and 6% prompting consumers to search online for more information. Key customer engagement metrics also improved with 8% of mail prompting advertiser website visits and 6% driving account log-ins.
• When it comes to purchase fulfilment, mail also continued to experience growth in Q1, with 4% of mail prompting a purchase, 2% triggering a voucher redemption and 2% driving store footfall.
• Business Mail has proven to be an effective channel for delivering much needed money-saving vouchers and coupons to cash-strapped consumers, with voucher interaction rates increasing for the second quarter running (up to 5.6 interactions across a 28 day period).
• The lifespan of Door Drops grew by 10.9% year on year, with retail and online retail Door Drops particularly contributing to this trend by recording their highest longevity in the home for two years

Read the full press release with supporting charts here