Audience measurement and discovery: boosting your brand with data

Ian Gibbs, JICMAIL

JICMAIL (The Joint Industry Currency for Mail) is the industry standard audience measurement data for Advertising Mail, covering Business Mail, Addressed Advertising Mail, Partially Addressed Mail and Door Drops.

JICMAIL is a not for profit organisation and provides accepted and trusted gold standard data and insight that creates value by improving the planning and evaluation of mail campaigns for greater efficiency. The JICMAIL Board consists of representatives from the IPA, ISBA, DMA, Royal Mail and Whistl.

JICMAIL data is collected by a nationally representative panel of 1,000 households, operated by Kantar, who record their activity with mail over a 28 day period. The data shows that consumers open, read and share their mail and that it drives significant physical and commercial activity. This activity delivers brand awareness, word of mouth sharing and direct response including driving consumers to the sender’s website, into store and to make a purchase. The latest iteration of the data now identifies time spent with mail, which has found consumers spend an average of 2 minutes per month with Direct Mail.

JICMAIL data is accessed through JICMAIL Discovery an online data visualisation tool. All UK organisations are able to access JICMAIL data free following the signing of a Data Agreement. For more information please visit www.jicmail.org.uk.