JICMAIL has launched a new postcode sector mail measurement dataset in partnership with ShoWhere, giving users a more detailed view of mail engagement across the UK.
Available to all JICMAIL Discovery users, the new dataset integrates with ShoWhere’s geo mapping platform and brings mail engagement metrics to life across 9,000 UK postcode sectors.
With marketers under increasing pressure to improve targeting and campaign performance, geo targeted marketing has become more important than ever. As one of the original geo targeted channels, Direct Mail continues to offer brands a highly targeted and measurable way to reach customers.
Through this new partnership, JICMAIL’s data on mail engagement, attention and effectiveness is now available at a far more granular level, helping brands and agencies make smarter location based decisions for their campaigns.
Using a predictive model built from the demographic profiles of past and present JICMAIL research panellist households, managed by Kantar, ShoWhere and JICMAIL have applied these insights at postcode sector level using UK Census data.
The result is a powerful planning tool that enables agencies, advertisers, printers, mailing houses and media owners to create customised postcode sector targeting based on customer locations, store catchments, or areas with high mail engagement and responsiveness.
Key Uses of the JICMAIL Geo Planning Tool
The new tool supports a range of strategic and campaign planning opportunities, including:
- Identifying highly receptive postcode sectors for acquisition campaigns
- Optimising mail delivery based on campaign objectives, such as conversions, engagement or brand consideration
- Comparing receptiveness across different mail channels, including Direct Mail, Door Drops, Business Mail and Partially Addressed Mail
- Measuring key campaign metrics such as reach, frequency, lifespan, attention and effectiveness for geo targeted activity
- Uploading acquisition target areas and visualising mail performance metrics against them
- Reviewing mail engagement around existing store locations, or competitor locations, to support local targeting strategies
For brands investing in Direct Mail, the new geo planning functionality provides another layer of insight to help improve targeting, campaign efficiency and overall ROI.
