What Is JIC Mail and Why Does It Matter?

In a world where marketing performance is measured down to the click, JIC Mail—the Joint Industry Committee for Mail—brings the same level of accountability and insight to direct mail.

JIC Mail provides industry-standard audience measurement data for Direct Mail, Door Drops, and Business Mail. It’s the mail industry’s equivalent of BARB for TV or RAJAR for radio, giving marketers the tools to plan, measure, and optimise mail campaigns with confidence. Learn more at jicmail.org.uk

How Does JIC Mail Work?

JIC Mail collects data through a nationally representative panel of 1,000 UK households. Using a diary-based mobile app, participants record every piece of addressed or unaddressed mail they receive—and what they do with it—over a 28-day period.

This includes:

• Who interacted with the mail
• How many times it was read, shared, or discussed
• What actions were taken (e.g. website visits, purchases, store visits)

The result? A rich dataset that reveals the true reach, frequency, and impact of mail in the home.

Why It’s a Game-Changer for Marketers

JIC Mail data shows that mail is far more powerful than many assume:

• A single piece of mail is interacted with 4.2 times on average
• Mail stays in the home for over 7 days
• It drives measurable commercial outcomes, including online activity and in-store visits

This means marketers can now quantify the value of mail alongside digital, TV, and other media channels—making it easier to justify investment and integrate mail into omnichannel campaigns.

Uses for JIC Mail

Working with Sharp Cat, JIC Mail insights can help our marketing clients:

• Plan smarter campaigns with accurate reach and frequency data
• Benchmark performance against industry standards
• Demonstrate ROI with real-world engagement metrics
• Target more effectively using behavioural insights

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