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We’re slightly obsessed with measurement at EffWorks. With good reason. Quality, standardised and planned measurement is crucial to effectiveness. Recently several industry bodies collaborated with Whistl and the Royal Mail to develop a new way to measure success in direct mail – JICMAIL.

Advertising mail is the third largest media channel in the UK. According to Les Binet and Peter Field’s report Media in Focus, published by the IPA last year, it delivers a good balance of both brand activation and brand-building effects. But until now there have not been any independent, industry standard measurement metrics to measure success.

Chart showing the position of DM in terms of the balance of brand building vs activation it delivers

The DMA, ISBA, IPA, Royal Mail and Whistl worked together to develop JICMAIL, a new independent collection of measurement metrics for mail. Media planners and advertisers can use the framework to plan direct mail in terms of reach and frequency, just as they would other media.

Try it now
Try out the JICMAIL Insight Engine by Royal Mail MarketReach
Download the JICMail whitepaper from Royal Mail MarketReach on how to use the tool to measure the effects of mail

JICMAIL provides valuable insights on the impact of mail for your client’s specific sector, allowing you to benchmark your investment against other media.  It also reveals the commercial actions consumers take as a direct result of receiving mail. The data is captured by global market research agency Kantar TNS, using a diary that follows each piece of mail over a four-week period, across a panel of 1,000 UK households.

Royal Mail MarketReach has created an insight engine powered by JICMAIL, which allows you to access the data easily and harness the untapped potential of your direct mail campaigns.

“It takes courage and a cultural inquisitiveness about measurement to really crack effective marketing”


Jonathan Harman Managing Director of Media, Royal Mail MarketReach

All this is timely, coming as it does in the same year that the IPA and Gain Theory plan to publish their new report into measurement across all media. It is also important because time and time again studies show that mail performs. The IPA Touchpoints survey’s 6 (2015) and 7 (2016) demonstrated an across the board rise in the likelihood that people would respond to mail in a number of ways.

How people respond to mail: source IPA Touchpoints 6 and 7

In response to an item of mail in the last 12 months have you… 2015 2016
Requested more information by phone? 15% 45%
Renewed existing subscription/service? 26% 41%
Bought or ordered something? 27% 36%
Requested more information online? 13% 32%
Visited a store? 21% 29%
Provided personal data? 11% 21%
Passed mail to someone else? 13% 18%

Royal Mail MarketReach have been partners on the EffWorks programme since its inaugural year in 2016. This year we have a strong focus on measurement. Mail is not the only channel in which our partners have been working hard to create ever more effective measurement systems for brands and agencies to use. We’ll also be talking to the Branded Content Marketing Association (BCMA), European Sponsorship Association (ESA), and the Institute for Promotional Marketing (IPM) about similar initiatives taking place to better measure the channels they champion. Watch this space for more.

“Just what the industry needs, great collaboration between clients and agencies on the topics that drive business growth.”

Bridget Angear, Joint Chief Strategy Officer at AMV BBDO

“It’s great to see the IPA in the UK bring the whole industry and particularly the trade bodies together to focus on effectiveness. This new Marketing Effectiveness initiative will enable people across the industry to work together to build on best practice.”

David Wheldon, Chief Marketing Officer, RBS

“Effectiveness is a team sport, so it was great to see the industry in the widest sense, come together. In an increasingly diverse and fragmented world, only by using all parts of the brain will we solve effectiveness challenges and design our campaigns to deliver short and long term value. That’s why what happens next is important – if the IPA can help facilitate progress on this with a long-term initiative around Marketing Effectiveness, we’ll definitely crack it.”

Bart Michels, Global CEO Kantar Added Value and Country Leader Kantar UK

“The time spent at #EffWeek was extraordinarily effective. It was great to hear the diverse views from all areas of the industry. All tied together with the common themes of accountability and effectiveness.”

Andrew Canter, Global CEO, BCMA

“It has been a privilege to be part of the inaugural Effectiveness Week. The agenda is one which we at O2 UK feel passionately about. To see and hear perspectives across the industry demonstrates how the breadth of marketing effectiveness is increasingly being valued within businesses. Data, insight, social, customer experience, test and learn, ROI, these are all fundamentals and were covered expansively at the event”.

Sandra Fazackerley, Marketing & Consumer, Telefónica UK Limited

“The full week of effectiveness events brought into clear focus the need for marketers to use data and insight to achieve the key business objectives of growth and profits. Marketers today are in a better position to quantify their knowledge of customers and measure the ability of investments in marketing to increase brand and shareholder value.”

Chris Combemale, Group CEO, DMA