1. © JICMAIL

2. Business mail by audience
How different audiences interact with their business mail
January 2018
Copyright JICMAIL

3. Defining business mail
Type of mail
Mail that is categorised as business mail is always an addressed piece of mail, addressed to an individual.
It must also contain the content outlined on the left.
We do not include business mail reach and frequency in our findings as it is not advertising mail.
Business mail can come from any business sector.
Letter addressed to me
An item of mail addressed to an individual in the household
Letter addressed to someone else in the household
Letter addressed to “householder” or “occupier”
Letter for someone else who doesn’t live here
Leaflet/flyer or other mail with an address
Catalogue addressed to me or someone else in the household +
Contains the following
Financial statement/bill/update
Loyalty reward statement
News/update/magazine articles
Notification reminder
Administrative information (e.g. account details)
Appointment related information
© JICMAIL

4. Mail consumption by audience
The over 55s are most likely to be exposed to business mail.
Women are more likely to be exposed to business mail.
DE social group has the highest propensity to be exposed to business mail.
Whilst exposure to business mail is pretty consistent by region it is highest in North East, Yorkshire and the Humber.
Frequency of exposure to business mail is broadly consistent between ages of 35 and above 55 but it is lower for those under 35.
You are significantly more likely to return to business mail if you are a woman.
The pattern for frequency within social grades is pretty consistent with those in C2, DE social grades showing slightly higher frequency than ABC1’s.
Northern Ireland has the highest frequency for business mail, but everything is pretty consistent across all regions at above 4.32.
For a full definition of all the mail types JICMAIL gathers information on see slide 15.

5. Who is exposed to business mail by age?
Source: JICMAIL Q2&Q3, Kantar TNS, 2017
Who is exposed to business mail by age?
Business Mail profile index by age (100 = average person exposed to mail)
157
The over 55s are most likely to be exposed to business mail.
131 81
55+
35-54
Under 35
© JICMAIL
Source: JICMAIL Q2&Q3, Kantar TNS, 2017
Base: Business Mail Items n=6,444

6. Who is exposed to business mail by gender?
Source: JICMAIL Q2&Q3, Kantar TNS, 2017
Who is exposed to business mail by gender?
Business Mail profile index by gender (100 = average person exposed to mail)
114
Women are more likely to be exposed to business mail. 85
Female
Male
© JICMAIL
Source: JICMAIL Q2&Q3, Kantar TNS, 2017
Base: Business Mail Items n=6,444

7. Who is exposed to business mail by social grade?
DE social group has the highest propensity to be exposed to business mail.
© JICMAIL
Source: JICMAIL Q2&Q3, Kantar TNS, 2017
Base: Business Mail Items n=6,444

8. Who is exposed to business mail by region?
Source: JICMAIL Q2&Q3, Kantar TNS, 2017
Who is exposed to business mail by region?
Whilst exposure to business mail is pretty consistent by region it is highest in the North East, Yorkshire and the Humber.
© JICMAIL
Source: JICMAIL Q2&Q3, Kantar TNS, 2017
Base: Business Mail Items n=6,444

9. Frequency
© JICMAIL

10. Frequency of exposure to business mail by age
Source: JICMAIL Q2&Q3, Kantar TNS, 2017
Frequency of exposure to business mail by age
Business Mail profile index by age (100 = average person exposed to mail)
4.62
Frequency of exposure to business mail is not that different between ages of 35 and above 55 but it is lower for those under 35.
4.53
4.24
Under 35
55+
35-54
© JICMAIL
Source: JICMAIL Q2&Q3, Kantar TNS, 2017
Base: Business Mail Items n=6,444

11. Frequency of exposure to business mail by gender
Source: JICMAIL Q2&Q3, Kantar TNS, 2017
Frequency of exposure to business mail by gender
Business Mail profile index by gender (100 = average person exposed to mail)
5.05
You are more likely to return to business mail if you are a woman.
4.54
Female
Male
© JICMAIL
Source: JICMAIL Q2&Q3, Kantar TNS, 2017
Base: Business Mail Items n=6,444

12. Frequency for business mail by social grade
Source: JICMAIL Q2&Q3, Kantar TNS, 2017
Frequency for business mail by social grade
The pattern for frequency within social grades is pretty consistent with those in C2, DE social grades showing slightly higher frequency than ABC1’s.
© JICMAIL
Source: JICMAIL Q2&Q3, Kantar TNS, 2017
Base: Business Mail Items n=6,444

13. Frequency for business mail by region
Source: JICMAIL Q2&Q3, Kantar TNS, 2017
Frequency for business mail by region
Northern Ireland has the highest frequency for business mail, but everything is pretty consistent across all regions at above 4.32.
© JICMAIL
Source: JICMAIL Q2&Q3, Kantar TNS, 2017
Base: Business Mail Items n=6,444

14. JICMAIL 70 Margaret Street London W1W 8SS www.JICMAIL.org.uk
Copyright JICMAIL

15. Mail categories gathered
and what is reported
1. Addressed mail
3. Business mail
This can effectively come from any sector that we capture, from a supermarket to a financial and services business.
It is classified as addressed mail if it clearly contains information about products and services, an offer or drive to web.
Business mail can come from any sector but must contain a financial statement, bill, notification or reminder, rather than a selling message. We have gathered this data to understand the overall mail bag but also to help planners engaged in these types of communications.
2. Door drop
4. Commercial actions
These are items which do not have an address and are not addressed to a “householder” or “occupant”. Again, of course, they will come from any sector and can be from any sender.
There is also a raft of commercial activity we collect which cannot directly be linked to someone being exposed to the mail piece. We capture this in order to give a complete picture of the impact of mail over time.
Provide key metrics for JICMail currency data
Not included in core currency – provided for extra insight
© JICMail