JICMAIL

The organisation operates as an industry measurement body, creating value by collecting, standardising and distributing audience and circulation data for advertising mail. It maintains a nationally representative panel, uses diary-based research to track item-level interactions with mail, and converts this into industry-accepted metrics (reach, frequency, actions) used in media planning and evaluation. Value is created by enabling advertisers, agencies and postal operators to plan and benchmark mail campaigns on a comparable basis with other media, and by integrating these datasets into established planning tools and research environments.

Revenue is generated through a blended funding model: an industry levy on relevant mail volumes, licensing of data into planning tools and partner platforms, paid campaign and test‑and‑learn measurement via JICMAIL+ and associated third‑party vendors, and paid training, partner certifications and reports that help ecosystem participants use and interpret the data effectively.

JICMAIL is the UK joint industry currency for advertising mail, providing standardised audience and circulation measurement for addressed mail, door drops and business mail. It runs a panel-based diary methodology (via Kantar) to track how households interact with mail over a four‑week period and distributes the resulting reach, frequency and response metrics into major media planning tools and via benchmarking reports.

The organisation generates income through an industry levy on Royal Mail Door to Door customers, data licensing and integration with planning systems, paid campaign measurement services (via JICMAIL+ and third‑party vendors), and training and partner programmes. Its primary customers are advertisers, agencies, media planners, postal operators and industry bodies that need reliable, industry‑standard mail measurement data for planning and evaluation.