In his blog on Mediatel's website, Richard Shotton explains the use of JICMail for measuring the effectiveness of your mail campaigns and to combat the 'Cobra effect'.

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.