B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
65%
65% -- open rate for direct mail pieces (2017)
65% of all properly addressed direct mail is opened.
- Applies specifically to properly addressed direct mail
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
65%
Unit
Percentage
Data Vintage
2017
Entity
Geography
UK
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
50
Citation Chain
90
Independence
30
Methodology
45
Freshness
93
Source
Joint Industry Committee for Mail
Primary
Tier B
https://www.bakergoodchild.co.uk/introduction-jicmail-joint-industry-committee-mail/ ↗
Source Article
An Introduction to JICMAIL - Joint Industry Committee for Mail
As the internet grew through the early 2000s through to the next decade, it was a game changer for the advertising and marketing world. When a campaign is launched online, it’s easy to measure audience engagement accurately, something that was previously not possible with print, television and outdo…
Original Research
Joint Industry Committee for Mail
· Original study ↗
Methodology
Among properly addressed direct mail pieces
Methodology documented
Segmentation
IndustryRetail
RegionUK
Channelevents
Cite this stat
Plain Text
direct mail pieces: 65% open rate. Source: Joint Industry Committee for Mail (2017). Via Lighthouse Intelligence -- https://lighthousedata.io/data/jicmail-direct-mail-open-rate
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<blockquote cite="https://lighthousedata.io/data/jicmail-direct-mail-open-rate" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>65%</strong> -- open rate for direct mail pieces<br><small>Source: Joint Industry Committee for Mail (2017) · <a href="https://lighthousedata.io/data/jicmail-direct-mail-open-rate" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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