The integration of JICMAIL into the IPA TouchPoints Channel Planner is a world first integration of advertising mail (direct mail; door drops and business mail) into a gold standard multi-channel reach and frequency data set, and has revealed how mail occupies an effective frequency sweet spot within multi-media schedules by immediately delivering frequency in the 3 to 5 range and reducing repeat exposure for over-exposed audiences.

JICMAIL asked Simon Frazier, Research & Marketing Manager, IPA to elaborate on the value of IPA TouchPoints in today’s complex time-precious world for planners and consumers alike.

Read the full blog here.

JICMAIL (Joint Industry Committee for Mail) marks a first for mail. Set up by the DMA, IPA, ISBA, Whistl and Royal Mail, JICMAIL provides mail with the same metrics available to other channels ??" data that’s used by media planners to help map out campaigns. The data is captured by global market research agency Kantar TNS, using a diary that follows each piece of mail over a four-week period, across a sample size of 1,000 UK households.