JICMAIL and TGI announce ongoing data integration while mail channel posts record levels of performance

Print Solutions

JICMAIL reports that the proportion of mail driving website visits has reached its highest level in five years. To help marketers plan across the increasingly effective mail channel, the organisation has announced a data integration with consumer insight and planning tool TGI, bringing over 300 new audience definitions to JICMAIL’s planning data tools.

In Q4 2025 mail engagement and effectiveness grew in what is traditionally a busy time for many sectors in the run up to the end of year trading season. Open and read rates both grew year on year, while the mail channel’s impact on sales (online and off line) grew to 6% of direct mail, door drops, business mail and partially addressed mail combined.

Continuing a trend observed throughout 2025, the mail channel also drove record levels of digital traffic in Q4, with the 9.7% of mail prompting website visits surpassing the record set during the previous quarter. Notable growing mail engagement from younger audiences has also been seen in this quarter of digital effectiveness: the frequency with which 25 to 34 year olds interact with mail has grown 8% between the start and end of 2025.

Moving beyond demographic and geo-demographic data points that have long been present in JICMAIL’s planning tools, the release of the Q4 2025 dataset brings with it an exciting new data partnership: an integration with TGI’s Connected Audiences. This new data partnership will introduce hundreds of key new audience targeting variables to the organisation’s existing mail engagement and effectiveness measurement.

TGI’s in-depth survey of 24,000 GB adults enables planners to gain an in-depth understanding of how consumers think and feel, as well as their product and brand use: what they consume, from whom, how they do so and what motivates them. TGI’s rich demographic and psychographic data runs across multiple sectors from travel to finance, and from FMCG to consumer electronics.

Connected Audiences comprise a range of popular TGI audience variables, which have been integrated into the core JICMAIL Audience data set. So now, alongside the standard demographic, geo-demographic and household information, mail exposure and interaction can be interrogated across a broad range of new audience variables.

Life stage, financial comfort, FMCG buying habits, holiday preferences, credit card ownership, consumer technology ownership, environmental engagement, automotive preferences and pet ownership are just a handful of the rich profile data points now available to users.

Across these new audience variables, users can assess mail exposure, interaction and commercial actions taken with mail across direct mail, door drops and business mail and across all JICMAIL measured industry sectors and mail content types tracked.

Ian Gibbs, JICMAIL director of data leadership and learning, said: ‘We are delighted to announce a new partnership between JICMAIL and TGI. Not only have we massively expanded the breadth of audiences against which mail engagement and effectiveness can now be assessed, but for the first time we can open up this data to our thousands of registered JICMAIL Discovery users. This integration really brings the worlds of gold standard audience measurement and market leading media planning data together.’

Rachel Macey, managing director, TGI at Fifty5Blue, commented: ‘This partnership represents the latest step in our mission to facilitate mail interactions captured by panellists take many forms and range from opening and reading mail, to passing it on to someone else, putting it in the usual place, putting aside to look at later or taking it out of home (amongst a list of many other actions). In addition, JICMAIL captures the industry category and advertiser details of almost every mail item in its 385,000 strong mail item database.’