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2. Addressed mail by audience
How different audiences interact with addressed mail
March 2018
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3. Mail consumption by audience
Over 55s have higher exposure to advertising mail than younger cohorts. Women over-index by 19 points to exposure to mail, men under-index by 20 points. Those in DE socio-economic group have the highest overall exposure to mail. C2s have the highest frequency for mail, followed by DE and A socio economic groups. Frequency for mail is highest in London and South East and North East Yorkshire and the Humber, whereas exposure is highest in the East Midlands and East of England. Exposure by sector by age group sees more variation, e.g. the over 55s over index at 275 to leisure messages, whereas the under 35s under-index for leisure significantly. Men and women show similarities in the types of mail they engage with, with women showing slightly greater frequency for retail and medical versus men who score highest for Government/Council mailings. There is a very consistent pattern of frequency by gender ranging from 3 to 4 with Magazines/Newspapers showing the highest frequency for both women and men.

4. Defining addressed mail
Letter addressed to me
Mail that is categorised as advertising mail is always an addressed piece of mail, addressed to an individual.
We do ask panelists to capture Magazines, Local Directories, Free Papers and parcels but the figures for these items of mail are not included in the final JICMAIL data.
Door drops are classified separately to acknowledge that their targeting and metrics are different.
Letter addressed to someone else in the household
An item of mail addressed to an individual in the household
Letter addressed to “householder” or “occupier”
Letter for someone else who doesn’t live here
Leaflet / flyer or other mail with an address
Catalogue addressed to me or someone else in the household
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5. Addressed mail content
Information about products / services
Addressed mail must contain any of the following elements on the left.
Panelists can select all the options that apply so a piece of addressed mail can contain information about products / services but it may also contain a special offer or discount.
Information about local services
An item of mail addressed to an individual in the household containing any of these items
Information about entertainment or activities
Invitation / information about a specific event
Special offers or discounts
Vouchers / coupons
Request for a donation
Sender’s contact details (e.g. web site, phone number)
Political content
Postal reply
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6. Key stats for addressed mail
What are the key characteristics of people interacting with addressed mail?
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7. Exposure
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8. Who is exposed to addressed mail by age?
Those aged 55+ index higher against exposure to mail than 35 to 54s and under 35’s.
Addressed Mail profile Index by age (100 = average person exposed to mail)
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Source: JICMAIL Q2 to Q4 2017, Kantar TNS, 2017
Base: Addressed Advertising Mail Items n=14,387

9. Who is exposed to addressed mail by gender?
Women over-index by 19 points to exposure to mail, men under- index by 20 points.
Addressed Mail profile Index by gender (100 = average person exposed to mail)
© JICMAIL
Source: JICMAIL Q2 to Q4 2017, Kantar TNS, 2017
Base: Addressed Advertising Mail Items n=14,387

10. Who is exposed to addressed mail by social grade?
DE’s have the highest exposure to mail of all social grades.
Addressed Mail profile Index by social grade (100 = average person exposed to mail)
© JICMAIL
Source: JICMAIL Q2 to Q4 2017, Kantar TNS, 2017
Base: Addressed Advertising Mail Items n=14,387

11. Who is exposed to addressed mail by region?
The highest exposure is in the East Midlands and East of England, followed by North East Yorkshire. Northern Ireland has the lowest exposure.
Addressed Mail profile Index by region (100 = average person exposed to mail)
© JICMAIL
Source: JICMAIL Q2 to Q4 2017, Kantar TNS, 2017
Base: Addressed Advertising Mail Items n=14,387

12. Frequency
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13. Frequency of exposure to addressed mail by age
Frequency of exposure is highest amongst 55+ age group, reducing by age.
© JICMAIL
Source: JICMAIL Q2 to Q4 2017, Kantar TNS, 2017
Base: Addressed Advertising Mail Items n=14,387

14. Frequency of exposure to addressed mail by gender
Women are more likely to return to mail more often. Their frequency is 4.2 versus 4 for men.
© JICMAIL
Source: JICMAIL Q2 to Q4 2017, Kantar TNS, 2017
Base: Addressed Advertising Mail Items n=14,387

15. Frequency for addressed mail by social grade
Highest exposure to mail is among C2, DE social grades.
© JICMAIL
Source: JICMAIL Q2 to Q4 2017, Kantar TNS, 2017
Base: Addressed Advertising Mail Items n=14,387

16. Frequency for addressed mail by region
Frequency for addressed mail is highest in London and the South East and North East, Yorkshire and the Humber.
© JICMAIL
Source: JICMAIL Q2 to Q4 2017, Kantar TNS, 2017
Base: Addressed Advertising Mail Items n=14,387

17. Exposure and frequency to different business sectors
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18. Exposure by sector for addressed mail by gender
Women are more likely to be exposed to Grocery and Mail Order/Online Retail whereas men are most likely to be exposed to Government/ Council communications.
For a full definition of sectors see slide 23.
(100 = average person exposed to mail)
Profile index
Source: JICMAIL Q2 to Q4 2017, Kantar TNS, 2017
Base: Addressed Advertising Mail Items n=14,387

19. Exposure by sector for addressed mail by age
The over 55s index highest for Leisure and Charity messages. 35 to 54 year-olds are highest for Mail Order and the under 35s highest for Retail.
For a full definition of sectors see slide 23.
(100 = average person exposed to mail)
Profile index
Source: JICMAIL Q2 to Q4 2017, Kantar TNS, 2017
Base: Addressed Advertising Mail Items n=14,387

20. Frequency by sector for addressed mail by gender
Women are most likely to look at Government/ Council mailings and men most likely to look at communications from Magazine/ Newspapers and Utilities.
Women’s likelihood to go back to Medical information is also high.
For a full definition of sectors see slide 23.
Frequency
Source: JICMAIL Q2 to Q4 2017, Kantar TNS, 2017
Base: Addressed Advertising Mail Items n=14,387

21. Frequency by sector for addressed mail by age
Frequency for the sectors for mail shows a very consistent pattern across the different age groups.
For a full definition of sectors see slide 23.
Frequency
Source: JICMAIL Q2 to Q4 2017, Kantar TNS, 2017
Base: Addressed Advertising Mail Items n=14,387

22. JICMAIL 70 Margaret Street London W1W 8SS www.JICMAIL.org.uk
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23. Defining the business sectors
Our methodology
The sectors for mail were developed with the consumers filling in the diary in mind.
Four waves of testing helped to define sectors that panelists would understand and not based on out-dated standard industry classifications.
These classifications have been shortened for the purposes of charts within this presentation.
We do not capture any items categorised as being from Family member or friend, Employer, Other or Didn’t Open or Read.
SENDER CATEGORIES
TV / Broadband / Landline / Mobile
Utilities Provider (Gas / Water / Electric)
Financial and Insurance Services
Letting or Estate Agent
Local Tradesperson
Car Dealer / Manufacturer
Restaurant or Takeaway
Supermarket or Grocery Store
Retailer (e.g. Clothing / Household / Electrical, etc)
Mail Order / Online Retailer
Travel / Tourism / Attractions
Magazine / Newspaper / Publisher
Medical (NHS / Dental / Private Healthcare / Chemist / Optical)
Government / Council
Charity
Religious Organisation
Political Party
SUMMARY
Telco
Utility
Financial Services
Letting / Estate Agent
Tradesperson
Automotive
Restaurant / Takeaway
Grocery
Retail
Mail Order / Online Retail
Leisure
Magazine / Newspaper
Medical
Government / Council
Charity
Religious
Political =
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