JICMAIL and Origin, ISBA’s cross-media measurement programme, are joining forces in an exciting mail measurement pilot study, set to take place in Q4 2024.
This initiative aims to test how mail exposure can be effectively integrated into Origin’s sophisticated cross-media measurement capabilities.
This collaboration marks a new era for direct mail, as it positions the channel as a fully measurable, data-driven medium alongside digital and TV advertising. By integrating JICMAIL’s expertise in mail measurement with Origin’s cross-media insights, the advertising industry could revolutionise how it evaluates the role of direct mail within broader campaigns. The initiative has the potential to provide advertisers, agencies, and other stakeholders with new insights into how mail campaigns contribute to overall media effectiveness.
The pilot involves 50 Origin panel households meticulously recording every mail item they receive over a week, followed by tracking their interactions with these items for 28 days. Alongside this, JICMAIL will supply detailed advertiser mail campaign data, enabling Origin to analyse mail within the context of multi-channel planning and evaluation.
Early findings are expected in January 2025, unless the pilot study is extended. A successful outcome could pave the way for JICMAIL campaign data to become an integral part of Origin’s service, providing advertisers with a more comprehensive understanding of their media plans.
The introduction of this new measurement approach underscores the growing recognition of direct mail as a powerful and modern advertising medium. As the third-largest channel in the UK, direct mail offers unparalleled access to homes across the country.
By incorporating mail data into cross-media analysis, this partnership is redefining direct mail’s role, highlighting its ability to deliver audience reach, frequency, and meaningful engagement—qualities that those of us in the direct mail industry have long recognised.
However, this pilot provides the evidence needed to demonstrate these strengths in a way that aligns with modern, data-driven advertising approaches. By validating the impact of mail alongside digital and TV channels, this collaboration not only cements direct mail’s place in the media mix but also elevates its value in the eyes of advertisers and agencies alike, ensuring its continued relevance in an evolving marketing landscape – which can only be a good thing!
