JICMail – new case studies available

by Neal Dodd on 19/03/2019

It is now little over a year since JICMail was launched and recent developments include some new door drop case studies, a data visualisation tool and an event to showcase how planners are using the new system.

JICMail is a mail media metric that provides audience numbers and planning metrics for agencies considering door drop (and mail) as part of their media plans.

The data being provided currently falls into two main sections:

  1. Frequency and reach – identifying what happens to door drops in the home and how consumers use them; how many people inside each household look at the items, how long they are kept, how many times they are used.
  2. Industry data – details of the top users of door drop in the UK

This provides an industry currency that falls in line with other well known systems such as BARB and ABC.

Case studies

A particularly interesting recent development is the addition of door drop case studies, demonstrating how items have been used in the home.

The case studies now include, but are not limited to, Farm Foods (above) and Dominos (below).

These show details about the household within which the leaflet has been received, the number of times the leaflet was looked at / seen and diarises how the leaflet was interacted with.

These case studies are available in full, for download, from the JICMail web site.

Whilst some door drop items are looked at and discarded by the recipient, what this data reveals is that actually, many door drop items are kept in the home for a number of days, looked at several times and acted upon.

The web site also features a new visualisation tool, which allows you to review the typical frequency and reach for a door drop within your sector and aimed at your target audience.

For example, if you’re a charity targeting an audience aged 55+ then you can use the web site to filter data that gives you details of what frequency and reach you can expect from your door drop campaign.


The up and coming JICMail event next week has a confirmed line up that includes an interesting range of speakers.

This will look at consumer behaviour and how the JICMail data can be used as part of the planning for your campaign.

If you’d like any other details about how JICMail can be used within your door drop plans, you’re welcome to contact us to discuss it further.

This article was written by...

– who has written 117 posts on Letterbox Consultancy for Door Drop Marketing.

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