JICMAIL Q2 2023 Results: Questions over whether the embattled British high street is making the most of the mail channel as mail effectiveness reaches a six-quarter high

Q2 2023 reveals that despite another challenging quarter for British advertisers, the effectiveness of the mail channel has reached its highest point in a year and a half, with 30.5% of mail driving positive commercial outcomes for brands The results show:

·9% growth year on year in the proportion of mail items prompting commercial actions among consumers, up to a level of 30.5%

·Given the continued challenges that the British high-street faces in the cost-of-living crisis, it was noteworthy that mail recorded a 30% increase in effectiveness at driving consumer footfall in store.

·Mail proved its effectiveness at all stages of the customer journey: from driving brand discovery through brand discussions (up to 16% of mail in Q2 2023 from 14% in Q2 2022); to customer engagement through website visits (8% of mail); through to purchase fulfilment (up to 5% from 4% last year).

Click here to read the full report and download the accompanying charts.