Client marketers will now be able to dig even deeper into which areas of the UK are more responsive to mailshots with the launch of a new geo-planning platform that is designed to bring mail engagement metrics to life across 9,000 UK postcode sectors.
The move is the result of a new partnership between Jicmail and geo-data experts ShoWhere, which it is claimed will enable users across advertisers, agencies, printers, mailing houses and sell-side organisations to build customised postcode sector lists based on customer locations, store locations, or areas of high mail engagement and responsiveness.
In a world in which it is estimated that $27bn worth of media spend is lost globally due to poorly targeted digital advertising, Jicmail insists that geo-targeted marketing activity is more important than ever.
Available to all Jicmail Discovery users, the scheme covers both advertising mail (including direct mail, door drops, partially addressed mail) and business mail.
Using a predictive model based on the known demographic profile of past and present Jicmail research panellist households managed by Kantar, ShoWhere and Jicmail have applied this model at a postcode sector level using UK Census data.
The resulting dataset now enables Jicmail users to define mail receptive post code sectors for acquisition campaigns; optimise mail delivery towards postcode sectors based on different objectives (e.g. conversions, customer engagement, brand discussions etc); assess receptivity to different mail types in postcode sectors; measure average reach, frequency, lifespan, attention and effectiveness for geo-targeted campaigns; and assess mail metrics for postcode sectors around known store locations for your brand or competitors.
While the Jicmail Geo Planning tool contains hundreds of thousands of new data points, a topline look at the data set reveals that direct mail attention levels are predicted to be highest in the Oxford postcode sector OX1 3, in which the average piece of mail is interacted with for 190 seconds by anyone in the household across a 28 day period.
Meanwhile, households in the Birmingham postcode of B4 7 display some of the highest levels of business mail engagement, with 99.9% of business mail in this area having at least some form of interaction taken with it other than being immediately thrown away.
In addition, residents of the Glasgow postcode sector G2 5 and the Nottingham postcode sector of NG1 5 are among those who hold on to their door drops for the longest – on average for 6.7 to 6.8 days – before discarding, recycling them or filing them away.
Finally, purchases driven by direct mail are predicted to be highest in the Doncaster postcode sector of DN1 1, with 10.3% of mail prompting a purchase in this area.
Jicmail director of data leadership and learning Ian Gibbs said: “Mail is the geo-targeted marketing channel. It uses deterministic data to drive highly accurate delivery, and now we have the granularity of data at the postcode sector level to do justice to the outcomes that the mail channel can deliver. We’re delighted that ShoWhere has helped us bring this new dataset to life and that we can bring its powerful geo-planning tools to our 370+ subscriber organisations.”
ShoWhere chief executive Cédric Magneron added: “By reconciling multiple geo-referenced data sources, we have created a new dataset that makes Jicmail’s mail engagement metrics more actionable at a postcode sector level. This partnership exemplifies data-driven innovation in mail marketing and demonstrates how local modelling can unlock new levels of insight from existing data.”
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