JICMAIL Q4 2021 results: Mail drives vital digital traffic and store footfall in the key Christmas trading period

Q4 2021 data reveals that while the digital effects of mail exposure continues to grow, the channel was twice as effective at driving store footfall in Q4 2021 than it was a year ago.

JICMAIL’s diary-based data captured from a panel of one thousand households every month reveals that in Q4 2021:

• Mail continued to cement its position at the heart of multi-channel marketing strategies by further expanding its effectiveness at driving advertiser website traffic, product and service information gathering online, and record levels of smartphone and tablet usage. While 9% of mail (across Direct Mail, Door Drops and Business Mail combined) prompted a website visit, mail also continued to record robust effects for traditional bricks and mortar retailers. With the nation managing to avoid another lockdown over Christmas, the proportion of mail driving consumers in store doubled in comparison to Q4 2020.

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