The JICMAIL board (which includes advertising industry bodies, such as DMA, IPA and ISBA) has approved a change to the JICMAIL funding model from a subscription-based approach to a levy on advertising mail products (Advertising Mail and Door to Door) to expand the access to JICMAIL data across the industry and create a sustainable future for this important industry standard.
The JICMAIL Levy is now live for Royal Mail Door to Door customers and for Royal Mail, Retail and Wholesale advertising mail customers.
The recent lockdowns have reiterated the value of the mail channel with mail interactions at record highs. JICMAIL is the trusted, shared and accepted, industry gold standard data source that measures these interactions and provides all interests data driven insights to better plan, implement and evaluate their campaigns, helping the advertising work as efficiently and as effectively as possible.
The change benefits everyone in the advertising and marketing industry with a stake in the value delivery of the mail channel, this includes opening up JICMAIL’s availability to SMEs at a time most needed to support their growth through more effective campaign planning.
To collect the levy the Board of JICMAIL has requested Royal Mail to apply a small per item payment for applicable advertising mail products that it will add to its invoicing for the relevant mail tariffs. The levy will be raised at 0.3% which equates to a fractional per item contribution of £3 per £1000 of advertising mail postage expenditure.
The new levy will be billed either directly or through intermediaries, to the organisation paying the postage charges for advertising mail to Royal Mail. It will be marked on all Royal Mail invoices for transparency.
The payment of the levy is voluntary and the industry will rely upon a shared commitment to the levy contribution, but if any customer mailer wishes to be refunded the levy they have paid, then they will need to make a claim to JICMAIL providing the reasons they do not wish to support this industry initiative and verify the refund required (see below for full details).
All subscribers will need to be registered at JICMAIL and be accredited annually to maintain access.
A BETTER WORLD
JICMAIL (The Joint Industry Currency for Mail) is not for profit and owned by the industry, providing industry standard audience measurement data for advertising mail.
JICMAIL LEVY Q&As
What is JICMAIL?
How is JICMAIL governed?
What data is captured?
Who operates the JICMAIL panel?
Why are you changing the funding model?
Who will benefit from this change?
How will the new levy be billed?
Will Subscribers pay less under the levy?
What will the levy be on average?
Can I opt out of the levy?
How will agencies and intermediaries access JICMAIL data?
How do I access the data?
What support do I get from JICMAIL in using the data?
The JICMAIL Levy Opt-out and Cap Process for Levy Payers
Posted Policy 08/04/2021
The new JICMAIL Levy is now live for Royal Mail Door-to-Door customers and for Royal Mail, Retail and Wholesale advertising mail customers.
This is an important moment for the mail industry, as JICMAIL opens up data access across all participants through the new funding model of the JICMAIL Levy. The levy is set at 0.3% of applicable Royal Mail advertising mail products (equating to a fractional per item charge of £3 per £1000 of advertising mail postage expenditure) and for 2021, is capped at £5,000 for any levy payer. It is voluntary and for the typical advertiser spending c£50,000 on advertising mail, the levy will amount to a contribution of just £150 for access to a very significant industry research capability and resource.
With the voluntary levy in place, the data access will be free to use for all companies in the UK including SMEs. This will democratise the availability of JICMAIL data benefiting every user of advertising mail, giving them access to the core industry data and insight for better business decisions.
For all users JICMAIL offers multiple benefits, equipping them with the essential standards of audience and item data insight to take into their own measurement and performance frameworks and support their needs for optimising the efficiency and effectiveness of their mail campaigns.
As a mail spender, it enables you to:
These benefits help all mail users (large and small) to better plan and deliver more effective campaigns with the levy offering the fairest, equitable and transparent means to democratise the data during this extraordinary era we are in.
We at JICMAIL will support you in realising these benefits and as soon as a data agreement is in place, the next step is to complete a simple Adoption Plan which sets out your training needs so we can provide support to you and your teams to get the most out of JICMAIL across 2021.
Cap and Opt-out process – key points
The levy will be applied to every item of applicable mail product and invoiced by Royal Mail to its contract holders. This incorporates the mailing items within Royal Mail Access Services defined as Advertising Mail, Responsible Mail, and Partially Addressed Mail.
Royal Mail is acting as a collecting agent for the JICMAIL Levy on behalf of JICMAIL on all direct mail Mailing Items presented as Advertising Mail under the terms of the Royal Mail Access Contract.
The new levy will be billed either directly or through intermediaries, to the organisation paying the postage charges for advertising mail to Royal Mail. It will be marked on all Royal Mail invoices for transparency and collaboration across the supply chain may be required to confirm the levy amounts paid for the Originating Customer and Customer Legal Entity.
Over time, there will be other collecting agents across the mail sector who will collect the levy on behalf of JICMAIL for non-Royal mail contracts.
The Opt-Out Process
Payment of the levy is voluntary, and so if any Originating Customer and Customer Legal Entity wishes to be refunded the levy they have paid, then this process for handling the mail levy opt-out has been put in place.
Due to the fragmented nature of the supply chain and the necessity to obtain customer data across a number of mail participants and intermediaries (for each collecting agent), this process has been simplified for the first year of operation.
The opt-out is operated on a retrospective, calendar year basis and is only effective for the calendar year for which the claim is being made.
A claim must be made within three months of the end of the calendar year of opt-out and JICMAIL will endeavour to ensure that any refund is made within three months of the date of the claim.
However, it should be noted that JICMAIL is reliant upon the Collection Agents to provide information on a timely basis.
If an Originating Customer and Customer Legal Entity wants a refund of the JICMAIL Levy they must submit a written claim to JICMAIL, to be sent to The Treasurer, JICMAIL Limited, DMA House, 70 Margaret Street, London W1W.
The claim must be in writing using the JICMAIL standard Opt-Out Claim Form (the “Opt-Out Claim Form”). This must be signed by a Board director or a senior responsible officer (SRO) and, include the reasons they do not wish to support this industry initiative.
In making a valid claim the Originating Customer and Customer Legal Entity must send JICMAIL the claim form together with
JICMAIL shall promptly send the Collection Agent the Authorisation Letter and Claim Form.
Subject to obtaining the information on a timely basis from the collecting agent JICMAIL shall process and pay refunds within three months of the receipt of a valid claim.
The standard JICMAIL Levy Opt-Out Claim Form and Mailing Agent Authorisation Letter is available for download at the foot of this page.
The Cap Refund Process
As with the Opt-Out process, this process has been simplified for the first year of operation.
For the calendar year 2021 the Cap is set at £5,000 for any Originating Customer and Legal Customer Entity.
The Cap is also operated on a retrospective, calendar year basis.
A Cap refund claim must be made within three months of the end of the calendar year using the JICMAIL standard Cap Refund Claim Form (the “Cap Refund Claim Form”). The standard JICMAIL Cap Refund Claim Form will be put on the JICMAIL website and completed in full and signed by a Board director or a senior responsible officer (SRO).
Attached to the Cap Refund Claim Form, we require the standard JICMAIL authorisation letter (“Authorisation Letter”) giving the individual Collection Agent permission to provide specific billing information to JICMAIL for the purposes of the claim.
JICMAIL will endeavour to ensure that any refund is made within three months of the date of the claim: but it should be understood that JICMAIL is reliant on the Collection Agents to provide information on a timely basis.
Levy payers will be able to make a Cap Refund Claim at any time after the £5,000 limit has been exceeded.
On an ongoing basis and within the constraints of the supply chain, JICMAIL will work with the Collecting Agents to minimise any significant overcollection, and after the year end, will compile the Cap refund claims and send the instructions to the specified Collection Agents together with the customer instruction letters.
Subject to the terms of the process agreed with Collection Agents, JICMAIL we will advise the Originating Customers of the total amount of Mail Levy charged listed by Collection Agent and from this total amount the sum of £5,000 will be deducted.
The net amount will be shown as the cap refund payable to the Originating Customer and Customer Legal Entity.
The JICMAIL Levy is outside the scope of VAT and so no VAT will be included in any refund.
If the Originating Customer and Customer Legal Entity accepts this amount – they will sign the form and send back to JICMAIL.
If the Originating Customer and Customer Legal Entity does not accept the Refund statement, queries the numbers or requires more details – they will be encouraged to revert to the Collection Agent directly.
The standard JICMAIL Levy Cap Refund Claim Form and Mailing Agent Authorisation Letter is available for download at the foot of this page.
Industry Best Practice
JICMAIL supports the inclusion of the levy within the prevailing industry best practice standards such as those set out in the ISBA guidance for the template framework for media strategy, planning and buying services of 2018.
As such we encourage all users to;