Five years of partnering with JICMAIL!
At the start of 2026, we were delighted to hear that we had once again retained our Platinum Partner status with JICMAIL. This will be our fifth year of Platinum status! So, we thought that it was about time we reflected on what that means to us as an agency.
What is JICMAIL?
It is the Joint Industry Committee for Mail. An organisation that provides industry standard audience measurement and data for advertising mail. JICMAIL uses data from a panel of households across the UK who log the mail they receive and what exactly they do with each item to fuel their platform.
They also create industry leading research such as Mail: The Super Touchpoint. This study demonstrates why mail is considered a super touchpoint and enables marketers to unlock vital moments of connection with their customers. Mail is a highly measurable and trusted channel, and JICMAIL proves this.
What it means to us?
Having been a Platinum Partners for 5 years now, it’s part of our fabric to turn to the JICMAIL research and their platform. At a high level, the core benefit of the JICMAIL platform is to help marketers plan and evaluate mail campaigns more effectively but we wanted to celebrate this achievement, by sharing a more practical view of how it helps us every day.
Here are 5 key tools we love to use in JICMAIL insights:
- The Campaign Calculator is always our first stop. We find our clients really respond to knowing how often someone might interact with the mail and how long it will stay in the home for.
- We love Action Benchmarks. Not only for showing our clients how they should expect their mail to be interacted for, but we also include these in our creative briefings. A little nugget of insight into what physical or commercial action is taken, could dictate the whole mail piece.
- Hidden Audiences could be up there as one of our favourites. It allows us to challenge the targeting norms, and discover who is sent mail less often, but has higher engagement scores. This gives us new audiences and new opportunities to target.
- Response Rate Tracker – As budgets get squeezed, we increasingly find clients asking us what they will get for their money. Having access to projected response rates, CPAs and ROI’s are critical in evidencing how we believe campaigns will perform.
- Competitor Insights – how does our clients campaigns stack up vs. the competition? These insights are perfect for any client review pack and often kick start discussions on new campaigns or evolving current ones.
We’re committed to continuing to use data-driven insights to deliver results for our clients, and we’re excited to see how JICMAIL will evolve even further. We’re proud to be Platinum Partners, and even prouder of the results we achieve for our clients because of it.
Questions or curious to hear more? Get in touch with Debbie (Dragonfly’s JICMAIL expert) at debbie@thedragonflyagency.co.uk
