CHRISTMAS 2019 REVIEW FOR SUPERMARKETS ADVERTISING MAIL A review - - PowerPoint PPT Presentation
CHRISTMAS 2019 REVIEW FOR SUPERMARKETS ADVERTISING MAIL A review of direct mail and door drop performance for key supermarkets using JICMAIL, the industrys planning currency data For further analysis or queries email tara@jicmail.org.uk
FOR SUPERMARKETS ADVERTISING MAIL
A review of direct mail and door drop performance for key supermarkets using JICMAIL, the industry’s planning currency data For further analysis or queries email tara@jicmail.org.uk
Discover how target audiences interact with ad mail Discover how target audiences interact with ad mail
9.95 10.67 6.47 6.66 4.78 5.72 2.83 3.16 1.12 1.12 1.04 1.10
1.00 1.02 1.04 1.06 1.08 1.10 1.12 1.14 0.00 2.00 4.00 6.00 8.00 10.00 12.00
XMAS 2018 ADDRESSED MAIL XMAS 2019 ADDRESSED MAIL XMAS 2018 DOOR DROPS XMAS 2019 DOOR DROPS
Reach, Frequency and Lifespan
Avg Lifespan (Days)
Item Reach - People per home
Source: Kantar TNS ITEM DATA Q22017 – Q42019 n= 133627 all items, SM ITEMS n = 9213, SM ADDRESSED MAIL n = 4416, SM DOOR DROPS n = 431
Across Christmas 2019 the average item of DM was live in the home for nearly 11 days, it reached 1.10 people per household and was engaged with 5.7 times (Actions per item)
For further analysis or queries email tara@jicmail.org.uk
Discover new metrics for DM Discover new metrics for DM
Source: Kantar TNS ITEM DATA Q22017 – Q42019 n= 133627 all items, SM ITEMS n = 9213, SM ADDRESSED MAIL n = 4416, SM DOOR DROPS n = 4313
37 % 11 % 13 % 7 % 4 % 6 % 3 %
36 % 14 % 13 % 10 % 7 % 7 % 3 %
0 % 5 % 10 % 15 % 20 % 25 % 30 % 35 % 40 %
Used A Voucher/Discount Code Bought Something/Paid Discussed With Someone Visited Sender's Shop/Office Planned A Large Purchase Visited Sender's Website Went Online For More Info
Commercial Actions taken: % of Addressed Mail Addressed Avg P24M XMAS 2019 ADDRESSED MAIL
Use of vouchers and discount codes at 36% and 14% of DM items compares with upper funnel product discovery and word of mouth sharing actions at 13% of items and online journeys initiated by 7% of items
Discover new metrics for Door Drops Discover new metrics for Door Drops
Source: Kantar TNS ITEM DATA Q22017 – Q42019 n= 133627 all items, SM ITEMS n = 9213, SM ADDRESSED MAIL n = 4416, SM DOOR DROPS n = 4313, SM DOOR DROPS XMAS 2019 - 393
9 % 7 % 3 % 2 % 11 % 7 % 2 % 1 %
0 % 2 % 4 % 6 % 8 % 10 % 12 %
BRAND DISCOVERY (Planned A Large Purchase OR Discussed With Someone) BUYING BEHAVIOUR (Bought Something/Paid OR Used A Voucher/Discount Code ) DIRECT RESPONSE (Visited Sender's Shop/Office OR Called The Sender) ONLINE BEHAVIOUR (Visited Sender's Website OR Went Online For More Info)
AVG P24M XMAS 2019
For further analysis or queries email tara@jicmail.org.uk
Discover new metrics for DM Discover new metrics for DM
Source: Kantar TNS ITEM DATA Q22017 – Q42019 n= 133627 all items, SM ITEMS n = 9213, SM ADDRESSED MAIL n = 4416, SM DOOR DROPS n = 4313
81 % 65 % 37 % 25 % 20 % 18 % 10 % 85 % 70 % 38 % 27 % 21 % 17 % 16 %
0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 %
Opened It Read/Looked At It Discarded/Recycled Put It Aside To Look At Later Used/Did Something With The Info Put It In Usual Place Took It Out The House (e.g. To Work)
Physical Actions taken: % of Addressed Mail Addressed Avg P24M XMAS 2019 ADDRESSED MAIL
Open and read rates for DM are high at 85% and 70% and marginally higher than the 24 month average
For further analysis or queries email tara@jicmail.org.uk
Discover engagement rates with Door Drops Discover engagement rates with Door Drops
Source: Kantar TNS ITEM DATA Q22017 – Q42019 n= 133627 all items, SM ITEMS n = 9213, SM ADDRESSED MAIL n = 4416, SM DOOR DROPS n = 4313
69 % 21 % 2 % 2 % 1 % 3 % 6 % 0 % 71 % 23 % 6 % 4 % 2 % 1 % 1 % 1 %
0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 %
Read/Looked At It Put It Aside To Look At Later Put It On Display (e.g. Fridge) Took It Out The House (e.g. To Work) Filed It Used/Did Something With The Info Put It In Usual Place Passed It On/Left Out
Physical Actions: % of Door Drops Door Drop Avg P24M XMAS 2019 DOOR DROP
The Read Rate for door drops is 71% with further interaction rates for follow-up actions higher for 2019 Xmas. Over 35% of items record a subsequent action. (For example, 23% of items are put aside to look at later)
For further analysis or queries email tara@jicmail.org.uk