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25 November 2021
Ad mail has a growing role in prompting digital activity
Direct mailDirect effectiveness
For the first time, the amount of mobile device usage prompted by mail exposure has outstripped the amount used to call advertisers directly, according to new data from JICMAIL, the Joint Industry Committee for Mail.
Why it matters
“The trend towards mail prompting usage of mobile devices is a lead indicator of the deepening relationships between physical and digital channel opportunities with mail priming activity elsewhere,” says Mark Cross, engagement director at JICMAIL.
Diary-based data captured from a panel of 1,000 households every month reveals that, in Q3 2021, ad mail was increasingly effective at driving consumers to digital actions.
The effectiveness of mail at driving consumers to use their tablets or smartphones increased by 11% year on year in Q3 2021; the two-year growth trend revealed an increase of 41%.
Nine percent of mail drives consumers to advertiser websites, 6% to seek out new information about a brand online, while 5% prompts consumers to look up their account details.
Eleven percent of direct mail containing appointment-related information drives mobile usage; mail containing product notifications and reminders drives a similar level of mobile effectiveness.
JICMAIL has launched a number of new initiatives to help advertisers measure the effectiveness of mail campaigns, including a Test and Learn Toolkit, an experimental methodology that allows advertisers to directly seed the JICMAIL panel with their campaigns, an integration into data consultancy Kantar’s brand measurement and shopper panel measurement solutions, and an integration with research company RAM (Research and Analysis of Media).