A new geo-planning platform from JICMAIL maps mail engagement data across 9,000 postcode sectors, helping direct mailers identify the areas most responsive to mail campaigns including DM, Partially Addressed Mail and Business Mail.
The tool, which is powered by ShoWhere, uses demographic modelling based on JICMAIL panel data that enables organisations to assess reach, frequency, lifespan, engagement and effectiveness at postcode-sector level, helping marketers make more informed planning decisions and improve campaign efficiency.
The dataset provides valuable insight into how different regions interact with mail. Oxford’s OX1 3 postcode sector, for example, shows particularly high predicted Direct Mail attention levels, with households interacting with mail for an average of 190 seconds over a 28-day period. In Doncaster’s DN1 1 postcode sector, Direct Mail is predicted to generate especially strong purchase/donation activity, while areas in Glasgow and Nottingham retain Door Drops for almost a week on average.
The Direct Mail sector continues to evolve and using tools such as this we can enhance the channel’s effectiveness through richer data, deeper insight and increasingly sophisticated planning capabilities.
To find out more about how we can help you make the most of your next DM campaign – get in touch!
