1. © JICMail

2. Interaction with mail by sector
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3. 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 panellists 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
Quadplay
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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4. Interaction with mail by sector
For addressed mail; Government/Council, Medical and Utilities mail is interacted with most frequently
For door drops; Government/Council and Grocery mail are interacted with most frequently
Retail, Financial Services and Mail Order/Online retail addressed mail are the most likely to still be live in the household after four weeks
Supermarket and retail door drops are likely to stay around the longest
For a full definition of addressed mail and door drop please see slide 18.

5. Addressed mail
How do consumers interact with addressed mail by sector?
January 2018
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6. Open rates for addressed mail by sector
% Open rates for addressed mail for top categories
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Source: Kantar TNS 2017
Base: Addressed Advertising mail items Q2+Q3 n=8,553

7. What is the reach by sector?
Source: JICMAIL, Kantar TNS 2017.
Base: Addressed mail items Q2+Q3 n=8,553
What is the reach by sector?
Addressed mail is viewed by an additional 10 to 20 people per 100 packs
Automotive, Political, Government/Council and Medical communications have the highest reach.
In addition local Tradespeople and Financial Services achieve a reach of 1.2 per household.
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Source: JICMAIL, Kantar TNS 2017.
Base: Addressed mail items Q2+Q3 n=8,553

8. What is the frequency by sector?
Source: JICMAIL, Kantar TNS 2017.
Base: Addressed mail items Q2+Q3 n=8,553
What is the frequency by sector?
Addressed mail achieves a frequency ranging between 3.3 to 4.8
The highest frequency occurs within Government/Council communications. Frequency is high also for Grocery, Retailers and Mail Order/Online Retailers.
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Source: JICMAIL, Kantar TNS 2017.
Base: Addressed mail items Q2+Q3 n=8,553

9. Addressed mail read, looked/glanced at
Definition:
Initially refers to what the panelists do with their mail immediately.
Follow up actions can take place over the full 28 days the mail is being tracked in the home.
% of addressed mail, read, looked or glanced at for top categories
Items of mail which probably demand more immediate response are read, looked at and glanced at a higher rate. Sectors which include Utility information, Medical and Financial Services items. But in addition travel and tourism is read initially at over 50%, with a further 23% returning to it later.
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Source: Kantar JICMAIL, TNS 2017
se: Addressed Advertising mail items Q2+Q3 n=8,553

10. Addressed mail put aside for later
Definition:
Initially refers to what the panelists do with their mail immediately.
Follow up actions can take place over the full 28 days the mail is being tracked in the home.
% of addressed mail put aside to look at later for top categories
Mail Order/Online Retail items are most likely to be put aside to look at later.
Government/Council communications are most likely to be put aside to look at later and to follow up on.
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Source: JICMAIL, Kantar TNS 2017.
Base: Addressed Advertising mail items Q2+Q3 n=8,553

11. Addressed mail that stays in the home longer than four weeks
% of addressed mail still live after four weeks
Mail Order/ Online Retail 11%
Grocery 13%
Financial Services 17%
Retail 22%
27% of advertising mail is still live after four weeks.
Here are some of the top categories for mail that lives in the home beyond 28 days.
Live = not thrown or filed away
Source: Kantar TNS 2017
Base: Addressed Advertising mail items Q2+Q3 n=8,553
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12. Door drop How do consumers interact with door drops by sector?
January 2018
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13. What is the reach by sector?
Source: JICMAIL, Kantar TNS 2017.
Base: Addressed mail items Q2+Q3 n=8,553
What is the reach by sector?
Door drop is viewed by an additional 0 to 10 people per item
Door drops achieve a reach of 1 person per household for the lower range of sectors but 1+ for Restaurants/Takeaway, Political, Grocery, Mail Order/Online Retail and Government/Council information is the highest at 1.2 reach.
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Source: JICMAIL, Kantar TNS 2017.
Base: Door Drop items Q2+Q3 n=4,563

14. What is the frequency by sector?
Source: JICMAIL, Kantar TNS 2017.
Base: Addressed mail items Q2+Q3 n=8,553
What is the frequency by sector?
Door drop is returned to between 2.7 and 3.7 times
Again, Government/ Council information tops the poll for door drop but closely followed by Grocery and Restaurant/ Takeaway and Political communications.
Source: JICMAIL, Kantar TNS 2017.
Base: Door Drop items Q2+Q3 n=4,563
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15. Door drops read, looked/glanced at
Definition:
Initially refers to what the panelists do with their mail immediately.
Follow up actions can take place over the full 28 days the mail is being tracked in the home.
% of door drops, read, looked or glanced at for top categories
Charity door drops have the highest rate of both initial reading, looking at or glancing at and also the highest follow up action too.
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Source: JICMAIL, Kantar TNS 2017.
Base: Door Drop items Q2+Q3 n=4,563

16. Door drop that stays in the home longer than four weeks
% of door drops still live after four weeks
Gov’t/ Council 6%
Tradesperson 10%
Retail 13%
Grocery 19%
27% of door drops are is still live after four weeks.
Here are some of the top categories for mail that lives in the home beyond 28 days.
Live = not thrown or filed away
Source: Kantar TNS 2017
Base: Door Drop items Q2+Q3 n=4,563
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17. JICMail 70 Margaret Street London W1W 8SS www.jicmail.org.uk
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18. Mail categories gathered
and what is reported
1. Addressed mail
3. Business mail
This can effectively come from any sector that we capture, from a supermarket to a financial and services business.
It is classified as addressed mail if it clearly contains information about products and services, an offer or drive to web.
Business mail can come from any sector but must contain a financial statement, bill, notification or reminder, rather than a selling message. We have gathered this data to understand the overall mail bag but also to help planners engaged in these types of communications.
2. Door drop
4. Commercial actions
These are items which do not have an address and are not addressed to a “householder” or “occupant”. Again, of course, they will come from any sector and can be from any sender.
There is also a raft of commercial activity we collect which cannot directly be linked to someone being exposed to the mail piece. We capture this in order to give a complete picture of the impact of mail over time.
Provide key metrics for JICMail currency data
Not included in core currency – provided for extra insight
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19. Defining reach and frequency
Item reach refers to the number of people in a household who have been exposed to a mail item. When a mail item has been delivered, it is automatically assigned a reach of one on the assumption that the household co-ordinator will be exposed to that item through the act of sorting through the mail.
The number of times a mail item has been interacted with based on the following list of interactions:
Frequency can be added over the entire twenty-eight day period that an item is considered ”live” within the home.
Frequency
Opened it
Threw it away/recycled
Read / looked at / glanced at it
Took it out of the house e.g. to work
Put it on display e.g. fridge / noticeboard
Used / did something with the information
Passed it on / left out for the person it’s for
Put it in the usual place
Put it aside to look at later
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