The latest quarterly results from JICMAIL reveal that July’s snap election prompted a healthy boost in mail volumes in Q2 2024, while at the same time the amount of time consumers spent looking at their mail and retaining it in the home increased across all mail types.
JICMAIL - The Joint Industry Currency for Mail – has revealed that volumes tracked on its panel increased by 12% in Q2 2024. Mail from political parties in the run up to the General Election accounted for 10% of volumes which more than quadrupled year-on-year. Volume growth was also driven by the travel and retail sectors, painting a healthy picture of cross-sector confidence in the mail channel.
- While advertiser activity saw a welcome return to volume growth in the mail channel, consumers also responded with higher levels of mail engagement. Mail lifespan and attention increased year-on-year across all mail types
- The average piece of Direct Mail was retained in the home for 7.3 days on average (up 4% year on year) and generated 132 seconds of attention.
- Non-political mail also continued its upward trajectory in terms of commercial effectiveness
- Over half (51%) of mail that drove a purchase did so online
Find out more at https://www.jicmail.org.uk/news/news-q2-2024-results-the-general-election-drives-a-12-increase-in-jicmail-panel-volumes-in-q2-2024/