1. © JICMAIL

2. Case study: Nationwide
2 PERSON
HOUSEHOLD
HHC
Male
45 -54
Female
45 -54
East Midlands and East of England
Urban
Received
Sector
Format
Content
Reach
Frequency
Commercial actions
Nationwide Building Society
Financial and insurance services
Addressed Advertising Mail
Information about products/services
2 people in the household 8 7
Financial/ Insurance
Average reach = 1.11
Average frequency = 4.29
Source: JICMAIL, Kantar TNS, 2018

3. Over the course of 9 days the coordinator interacted with the Nationwide mailout 14 times all together. He received the item on the 28th, opened, read and filed it. He then returned to it on 2 separate occasions, discussed it with someone, and went online. Although this piece had a frequency of 8 calculated from physical actions an additional 7 commercial actions were associated to this mailout by the respondent.
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21
Item arrived
Open
Read
Read
Spoke to
someone
Went
online
com .
Filed it
Filed it
Item live for 9
days
Used a tablet
or smartphone
Used it
USED
Went
online
com .
Used a tablet
or smartphone
Spoke to
someone
Read
Looked up my
account details 3
Source: JICMAIL, Kantar TNS, 2018