The household and individually targeted nature of door drops and direct mail point towards an increasingly important role for mail in the multi-channel mix during these uncertain times, writes Ian Gibbs, in this latest JICMAIL blog.
JICMAIL BLOG: Working from home? Ad mail always has been...
Read the full blog here.
JICMAIL (Joint Industry Committee for Mail) marks a first for mail. Set up by the DMA, IPA, ISBA, Whistl and Royal Mail, JICMAIL provides mail with the same metrics available to other channels ??" data that’s used by media planners to help map out campaigns. 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 sample size of 1,000 UK households.