The integration of JICMAIL into the IPA TouchPoints Channel Planner is a world first integration of advertising mail (direct mail; door drops and business mail) into a gold standard multi-channel reach and frequency data set, and has revealed how mail occupies an effective frequency sweet spot within multi-media schedules by immediately delivering frequency in the 3 to 5 range and reducing repeat exposure for over-exposed audiences.

In the third of our Planning with JICMAIL series, we asked Simon Frazier, Research & Marketing Manager, IPA to elaborate on the value of IPA TouchPoints in today’s complex time-precious world for planners and consumers alike.

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