Mail generates reach and makes an impression
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Source: JICMAIL Item Data Q2 2017 – Q3 2020 Direct Mail = 75,172 items
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Source: JICMAIL Item Data Q2 2017 – Q3 2020 Direct Mail = 75,172 items
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Source: JICMAIL Item Data Q2 2017 – Q3 2020 Direct Mail = 75,172 items
Impressions are the foundation for mail planning by media agencies and systems such as Telmar and Choices and is referred to as a currency.
Due to the fact that mail is shared (Reach) and interacted with multiple times (Frequency), Direct Mail typically generates between X5 and X6 times the number of opportunities-to-see a message vs the number of mail items delivered.
Direct mail continues to be a valuable marketing tool, with statistics showing its effectiveness in generating reach, making impressions, and increasing ad impressions year on year. The data presented highlights the impact of direct mail in audience reach and engagement without relying on JICMAIL data. Furthermore, by factoring in mail sharing, reach increases significantly. The visual representations provide a clear insight into the growth and importance of direct mail in the advertising landscape.
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Presentation Transcript
Golden Insight 1 Mail generates reach and makes an impression
Delivering 1 million mail items a month without JICMAIL data Direct Mail Media Metrics 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 - Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Mail Volume Source: JICMAIL Item Data Q2 2017 Q3 2020 Direct Mail = 75,172 items
Factoring in mail sharing, reach increases by 16% Direct Mail Media Metrics 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 - Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Mail Volume Audience Reach Source: JICMAIL Item Data Q2 2017 Q3 2020 Direct Mail = 75,172 items
Mail generates a significant number of ad impressions +11% year on year Direct Mail Media Metrics 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 - Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Mail Volume Audience Reach Impressions / Impacts Source: JICMAIL Item Data Q2 2017 Q3 2020 Direct Mail = 75,172 items
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