Key Advertising Mail Metrics

The Joint Industry Committee (JIC) for Mail has been created to provide the industry with high valued metrics for advertising mail. The metrics can help to plan your direct mail campaigns.  You will be able to use the same statistics as other media channels and will be able to compare mail and other channels through both frequency and reach.

For Key JICMail Metrics view our infographic here.

The JICMAIL data is collected through tracking the mail activity of around 1,000 households each quarter.

An app was created that allows the participants to take a photo of each piece of mail received within the first week. They then must log this piece of mail including what they do with it straight away and what they do with it over the next three weeks after the first week.

Advertising mail was split into two different categories; addressed mail which is mail addressed to an individual in the household and door drops which is mail with no address on it.

 Key Findings:

  • 27% of mail is still “live” after 28 days within the household.
  • 21% of all mail items prompt a commercial action.
  • 65% of all mail items are opened. Why not 100%? Because not all mail can be opened e.g. leaflets & catalogues.

Addressed Mail:

  • 57% of all addressed mail is opened immediately, passed on 1.2 times on average and read 4.2 times by each person on average.
  • The average household receives 1.3 items of addressed mail each day. Compare this to their email inboxes – ‘an average office worker receives 121 emails a day’ (
  • Households that comprise couples are more likely to return to their mail, same with 6+ person households

Door Drops:

  • For every 100 door drops sent out 10 people will see them.
  • The average frequency for door drop interactions is 3.
  • Grocery, restaurants and local tradespeople see the highest frequency of re-reading for their door drops.

Positive offers the complete start to finish direct mail service, from data cleansing and management to printing and postage.

To book your free consultation call Sarah Carter, Sales Manager on 020 8544 5500 or email

For further information about out more about our direct mail service click here.

For further information about JIC Mail visit


7 Advantages of Direct Mail post GDPR

The EU General Data Protection Regulation (GDPR) is an evolution of the existing Data Protection Act coming into force on 25 May 2018. Direct mail will play a unique role in communicating with your customers post GDPR. It is important to know the advantages of direct mail and how it can help drive your businesses success.

Royal Mail recently released a guide on The GDPR Opportunity with Mail.

Here are our top 7 ways direct mail could help your business thrive in a GDPR world:

  1. You will not need consent for postal marketing – However you will need consent for some calls and for texts and emails under PECR.
  2. Mail is recommended by the DMA to get consent– Some organisations will decide to repermission some customer segments and mail is well suited for this.
  3. It is easy to stay in touch – Often people only have one postal address unlike email where people have multiple accounts. They also value being able to open a physical item, whether it’s a letter or a parcel packaged by Australia Post Boxes from PackQueen.
  4. Mail offers higher response rates than email – Mail is welcomed by recipients as it reassures people that companies recognise and value them.
  5. Mail primes other mediaRoyal Mail’s Private Life of Mail study proved emails and other electronic communications are better recognised and received if the recipient had been mailed in the weeks before.
  6. Don’t forget the power of unaddressed mail – Door drops can be delivered with addressed mail that enables you to re-engage without using personal data.
  7. No fines as yet for using mail for marketing – According to ICO website 17 penalties were issued in 2017 for channels used such as text, calls and email none for using mail.

Positive are ISO 27001 and DMA accredited print, direct mail and multichannel marketing specialists. We offer a complete start to finish direct mail service, from data cleansing and management to printing and postage.

Find out more about our direct mail service here.

For further information please contact Danny Sullivan, Managing Director on 020 8544 5500 or email

To download Royal Mail’s “The GDPR Opportunity with Mail” visit


Last Posting Dates for Christmas

Getting all of your deliveries in time for when you need them is always a major struggle. Unfortunately, this struggle is only worsened when you add Christmas to the equation. With everyone looking to get their parcels and deliveries done before the big day, delivery services everywhere will be in a mad rush to make sure that everybody is happy. Getting your deliveries to go overseas can be even more strife, since this usually takes a bit longer than most deliveries. However, there are services that allow easier parcel forwarding from the UK, and you may want to have a look at some if you’re desperate to get your parcel to its destination in time for Christmas. Thankfully, Royal Mail have announced UK and International posting dates for Christmas 2017 to keep everybody in the loop:


UK Last Posting Dates Christmas 2017

UK Business Contract Services

Tuesday 19th December – Royal Mail 48

Wednesday 20 December – Royal mail Tracked 48, Royal 24

Thursday 21st DecemberRoyal Mail Special Delivery Guaranteed, Royal Mail Tracked 24

Friday 22nd December – Royal mail Special Delivery, Saturday Guaranteed 48


International Last Posting Dates Christmas 2017

International Standard and all International Tracking and Signature service

Saturday 2nd December – Africa, Middle East

Wednesday 6th December – Asia, Cyprus, Far East, Eastern Europe (not including Czech Republic, Poland and Slovakia)

Thursday 7th December – Caribbean, Central and South America

Saturday 9th December – Australia, Greece, New Zealand

Wednesday 13th December – Czech Republic, Germany, Italy, Poland

Thursday 14th December – Canada, Finland, Sweden, USA

Friday 15th December – Austria, Denmark, Iceland, Portugal, Netherlands, Norway, Slovakia, Spain, Switzerland

Saturday 16th December – Belgium, France, Ireland, Luxembourg


For further information visit


At Positive we can help get your Christmas mailings out on time. To discuss your Christmas campaign or to request a quote, please contact Danny Sullivan, Managing Director on 020 8544 5500 or email

ISO 27001 printer benefits


ISO 27001 is the Information Security Management Standard.  Accredited organisations assess and prevent information security risks and safeguard their customer’s data and information.

Why choose an ISO 27001 printer?

Choosing an ISO 27001 accredited printer will:-

  • Keep your data secure
  • Protect your reputation
  • Reduce errors and costs
  • Ensure legal obligations are met
  • Manage and minimise risk exposure

Certified organisations are committed to continuous improvement and are assessed annually to ensure progress is being maintained.

Positive achieved ISO 27001 accreditation in 2016.  We offer a complete start to finish direct mail solution, from data cleansing and management to printing and postage.

Our Surrey based factory provides the full range of integrated print services including digital printing, lithographic printing, large format printing and direct mail.

For further information, please contact Danny Sullivan, Managing Director on 020 8544 5500 or email


Related articles: –

5 Tips to Achieve Lean Direct Mail & Maximise ROI

The Direct Mail sector is worth £15.2 billion in the UK, however despite the maturity of the sector 20 million mail pieces are still being incorrectly mailed each month costing businesses an estimated £200-£300m annually.

Direct mail waste leads to poorer response rates, unhappy customers and increased overall campaign costs.

Lean Direct Mail (Lean DM) is a concept developed by The Software Bureau as a systematic process for mail providers to minimise waste and maximise results and ROI of mail campaigns for their clients.



 1. Pack Design

Up to 34% of postage costs could be saved by optimising the pack design to maximise discounts.  Your direct mail provider should advise you on the cost differences between pack sizes, weights and formats.


2. Postage Discounts 

Postage is often the most expensive part of direct mail campaigns.  Downstream Access providers (DSAs) can provide discounted services, whilst opening a Royal Mail business account enables access to volume discounts.


3. Data Formatting

Incorrectly formatted addresses can result in adjustment charges, whilst addresses sourced from CRM and online data capture often include incomplete or missing data.  The Postcode Address File (PAF) can be incorporated into many systems to verify and enhance your address data.


4. Data Quality

Around 1.5 million households move and 500,000 people die each year in the UK. Mailing to these people is not only costly but reflects badly on your brand.  Data cleansing software such as Cygnus can identify and remove deceased, gone away and duplicate records.


5. Returns Handling

On average 40% of returned mail is due to recipients wishing to opt out from mailings.  Maintaining a customer suppression file is not only good practice, but will help you to improve your targeting for your next campaign.


About Positive

This blog was bought to you by Positive Images UK.  We are an ISO 27001 and DMA accredited print and direct mail specialist based in Central London and Surrey.

Our direct mail services include design advice, printing, personalisation, stock management, postage, PAF verification, Cygnus data processing & cleansing, client suppression and returns handling.

Click here to find out more about our direct mail service.


How can we help?

To find out more about how our experience can help you:

Call us on 020 8544 5500 or email  




Related articles


POSITIVE invests in Cygnus

Positive  is delighted to announce that we have invested in Cygnus, the market leading data cleansing and processing software.

Cygnus allows Positive to deliver a breadth of data cleansing services from simple deduplication to deceased and home mover tracking, as well as mail sortation.

Danny Sullivan, Managing Director said “Cygnus will enable us to improve the quality of our client’s data and maximise their return on investment”.

Positive is committed to continually expanding its direct mail service.  This month the integrated print specialist achieved ISO 27001, which demonstrates that we have the correct processes and controls in place to keep data secure.

For further information, please call us on 020 8544 5500 or email 

For further information on Cygnus visit


ISO 27001 & ISO 9001


Surrey based print and direct mail specialist, Positive Images UK has achieved the internationally recognised ISO 27001 & ISO 9001 accreditations, establishing it as one of the leaders in its field.

This independent assessment was conducted by the leading Certification Body, the British Assessment Bureau and demonstrates Positive’s commitment to customer service and quality in delivery.

Positive has now earned the right to display the coveted British Assessment Bureau ISO 27001 & 9001 certification marks to demonstrate its conformance to the ISO standard.

Managing Director, Danny Sullivan said, “We are particularly pleased to have achieved  ISO 27001, as it demonstrates that we have the correct processes and controls in place to keep data secure.  The accreditation will help us to expand our direct mail service even further!”

ISO 27001 is designed to help establish and maintain an effective information management system, using a continual improvement approach. It implements Organisation for Economic Cooperation and Development principles, governing security of information and network systems.  Certified organisations are committed to continuous improvement and are assessed annually to ensure progress is being maintained.

ISO 9001 was first introduced in 1987 and requires organisations to demonstrate that they do what they say they do and that they have a quality management system in place to ensure consistency and improvement; leading to high levels of performance and customer satisfaction. Certified organisations are committed to continuous improvement and are assessed annually to ensure progress is being maintained.

Positive provide the full range of integrated print services including lithographic printing, digital printing, direct mail, large format and fulfilment.  All of Positive’s services are carried out on site to enable tight quality control throughout the production cycle.

For further information visit, email or call Danny Sullivan, Managing Director on 020 8544 5500.

For further information about the ISO accreditation visit 

Photograph shows company directors Mike Sullivan, Danny Sullivan and Jay Sullivan with the ISO certificates. 

POSITIVE celebrates a decade of DMA accreditation

This year Positive Images, an integrated print and direct mail specialist based in London & Surrey, celebrates 10 years of Direct Marketing Association (DMA) membership.

DMA membership is a badge of accreditation.  Members must demonstrate and comply with a strict direct marketing code of practice, which puts the customer at its heart.

Over 1,000 UK companies are members of the DMA network and therefore privy to the association’s latest research, legal advice, political lobbying,  industrial guidance and networking opportunities.

Danny Sullivan, Managing Director of Positive said “We are extremely proud to be celebrating a decade of DMA accreditation this year.  Our membership has provided us with much guidance and advice over the years, which has helped us grow our direct mail department significantly”.

Positive provide the complete direct mail solution, from data cleansing and management to personalisation, printing, stock management and postage.  For further information visit

For further information on the DMA visit

How to Re-engage Your Customers with Direct Mail

In a recent post we discussed whether direct mail (DM) is still an effective marketing tool for businesses. While digital marketing is extremely useful and businesses like NGP Integrated Marketing Communications will be able to help you with digital strategies, the importance of direct communication is still evident. Based on the evidence it is clear that DM is effective as it provides access to a wider range of demographics and the sheer fact that, due to the over-use of email marketing, DM is experiencing a resurgence. Businesses are synchronising direct mail software with analytic and marketing management software like a HubSpot Mailchimp integration, research more into how this type of integration could improve your business in many areas.

Maximising the Lifetime Value of a Customer
One of the most important success factors for any business – particularly one who operates in a B2B environment – is customer retention. Repeat business increases the lifetime value of a customer, increasing the ROI of all marketing efforts.

But how do we ensure a customer is retained, beyond providing high quality products and services?
To explain how direct mail can aid in customer retention, let’s take an example from a far newer medium – digital marketing. Many digital marketing channels do not have a direct ROI attributable to them because, due to the number of touch points with the customer, it’s difficult to attribute sales to any particular channel. But does this mean companies don’t rely on social media or content marketing to drive sales? Absolutely not, because tools like these help to promote brand awareness which, in turn, increases customer trust and loyalty. Take a look at a site like to see how companies keep in touch with their customers. This point of contact is very important for brands and their consumers.

Direct mail can be used in the same way. We offer a gentle reminder that our brand still values them as a customer and that we potentially have a great offer for them. Combine this with personalised offers or re-marketing and you have an extremely effective way of retaining your customer.

How to Ensure Your Direct Mail Re-engages Your Customer:
Offer a discount or Promotion – Your direct mail should offer a range of high-quality information, but it should also add value beyond its content. There is a reason that companies the world over continue to use discounts as campaign tools… because they’re still effective! Offering a special offer may just be the incentive your customer needs to stick with you. Remember, by using variable data printing (VDP) each customer or group of customers can have their own discount code, meaning the success of your DM campaign can be tracked incredibly accurately.

Targeting – Targeting a direct campaign means two things – both the accuracy / relevancy of your mailing list and the personalisation of the material itself. VDP can be used to personalise each letter, but when it comes to your mailing list remember that more is not always better. Be sure to mail only those who have expressed an interest in your product/brand, or those whose profession or demographic implies a direct interest. When it comes to existing customers, we can be confident that they are relevant leads, so personalising their messaging makes them feel appreciated as a customer, increasing the likelihood of retention.

Integrate Strategy – Don’t isolate your marketing efforts. Investing in an array of marketing channels often provides synergetic results when executed properly. Leveraging messaging used in other channels helps to further increase the brand awareness and trust mentioned above. If your existing customers and potential customers alike are consistently reminded of the services you offer, they are more likely to purchase (again).

QA / QC – Using an experienced direct mail company will ensure than the materials themselves are all to a high-standard, but remember to check and triple check all of the content. Once your customer receives your marketing materials through their letter box, any errors in grammar or spelling can be disastrous for your brand.

If you adhere to the above guidelines and keep all of your messaging on-brand, there’s no reason why you can execute the perfect direct mail campaign and maximise the lifetime value of each and every customer. Beyond that, why not use direct mail as an acquisition channel too! Contact us today to find out how.

At Positive we provide the complete direct mail solution. From data cleansing and management to personalisation, printing, stock management and delivery.

All of our services are carried out on site to provide a seamless, cost efficient and high quality campaign.

Call us today to discuss your next direct mail campaign on 020 8544 5500 or email

For further information visit our direct mail page.

5 Advantages of Direct Mail

Ever since mail has been delivered to people’s doors, it’s been one of the most effective ways for brands to get in touch with their customers. However, since the emergence of email marketing, direct mail marketing has taken a more reserved place in the world of promotional content. That does not necessarily mean that direct mail marketing is not useful, and it does not mean that email marketing is a better form of marketing. In a post on his website, John King shows an interesting twist to direct mail marketing that can help maximise profits on a direct mail marketing campaign. For many people, direct mail is still the superior form of marketing. Here are 5 key advantages of direct mail marketing:

1.Direct mail is opened

According to FastMap, 9 out of 10 people open direct mail. Whereas email open rates range from 14.05%- 28.8% (MailChimp).

2.Direct mail makes people act

Direct mail is the most likely form of communication to get a response from a customer. It comes as no surprise now when businesses use solutions such as a handwritten letter service to get the attention of their audience, especially as this can be seen as an effective way to get campaigns seen and read. Response rates range between 54-83% of all mail opened, depending on the relationship with the sender (Print Power).

3.Direct mail is memorable
In Kantar Media’s TGI survey, 80% of respondents said that they can remember seeing or reading advertising mail sent to them in the last 4 weeks (TGI Kantar Media, 2014).

4.Direct mail is trusted

Between 7 and 8 out of 10 people think print is twice as trustworthy as its closest rival- email- as well as providing better personalisation and content than any other medium(Two Sides).

5.Direct mail increases ROI

Royal Mail research found that when mail was included in the marketing mix, the total communications ROI increased by 12%.

At Positive we provide the complete direct mail solution. From data cleansing and management to personalisation, printing, stock management and delivery.

All of our services are carried out on site to provide a seamless, cost efficient and high quality campaign.

Call us today to discuss your next direct mail campaign on 020 8544 5500 or email

For further information visit our direct mail page.

Related blog articles:

Is direct mail still effective?

How to Re-engage Your Customers with Direct Mail

Positive Images CBC accredited for direct mail