NEWS: JICMAIL partners with ShoWhere to provide advanced Geo Planning Tool

We're pleased to announce the launch of a powerful new postcode sector mail measurement dataset in conjunction with the geo-data experts ShoWhere. Available to all JICMAIL Discovery users, the new dataset is accessible through ShoWhere’s powerful geo-mapping platform and brings mail engagement metrics to life across 9,000 UK postcode sectors.

In a world in which $27bn worth of media spend is lost globally [1]due to poorly targeted digital advertising, geo-targeted marketing activity is more important than ever. As the original geo-targeted marketing channel, Advertising Mail (including Direct Mail, Door Drops, Partially Addressed Mail) and Business Mail has for nearly a decade been supported by the powerful media planning tools supplied by JICMAIL (The Joint Industry Currency for Mail).

Now through a partnership with the geo-data experts ShoWhere, JICMAIL’s measurement of mail engagement, attention and effectiveness is available at a new and highly granular level, covering 9,000 UK postcode sectors.

Watch the introduction video now:

To use the JICMAIL Geo Planning Tool, click here to be taken to JICMAIL Discovery.

Using a predictive model based on the known demographic profile of past and present JICMAIL research panellist households managed by Kantar, ShoWhere and JICMAIL have applied this model at a postcode sector level using UK Census data.

The resulting dataset now enables JICMAIL users across agencies, advertisers, printers, mailing houses and sell-side organisations to build customised postcode sector lists based on customer locations, store locations, or areas of high mail engagement and responsiveness.

Key use cases for the new JICMAIL Geo Planning tool include:

1. Defining mail receptive post code sectors for acquisition campaigns.
2. Optimising mail delivery towards postcode sectors based on different objectives (e.g. conversions, customer engagement, brand discussions etc).
3. Assessing receptivity to different mail types in postcode sectors (i.e. Direct Mail, Door Drops, Business Mail and Partially Addressed Mail).
4. Measuring average reach, frequency, lifespan, attention and effectiveness for geo-targeted campaigns
5. Uploading acquisition target postcode sectors and visualising key mail metrics against these targets.
6. Assessing mail metrics for postcode sectors around known store locations for your brand or competitors.

While the JICMAIL Geo Planning tool contains hundreds of thousands of new data points, a topline look at the data set reveals that:

• Direct Mail attention levels are predicted to be highest in the Oxford postcode sector OX1 3, in which the average piece of Direct Mail is interacted with for 190 seconds by anyone in the household across a 28 day period.
• Households in the Birmingham postcode of B4 7 display some of the highest levels of Business Mail engagement, with 99.9% of Business Mail in this area having at least some form of interaction taken with it other than being immediately thrown away.
• Residents of the Glasgow postcode sector G2 5 and the Nottingham postcode sector of NG1 5 are among those who hold on to their Door Drops for the longest - on average for 6.7 to 6.8 days – before discarding, recycling them or filing them away.
• Purchases driven by Direct Mail are predicted to be highest in the Doncaster postcode sector of DN1 1, with 10.3% of mail prompting a purchase in this area.

JICMAIL’s Director of Data Leadership and Learning, Ian Gibbs, said of the partnership, “Mail is the geo-targeted marketing channel. It uses deterministic data to drive highly accurate delivery, and now we have the granularity of data at the postcode sector level to do justice to the outcomes that the mail channel can deliver. We’re delighted that ShoWhere has helped us bring this new dataset to life and that we can bring its powerful geo-planning tools to our 370+ subscriber organisations.”

ShoWhere’s CEO Cédric Magneron, added “We are proud to partner with JICMAIL on this important initiative and to bring ShoWhere’s expertise in local modelling to the mail planning market. By reconciling multiple geo-referenced data sources, we have created a new dataset that makes JICMAIL’s mail engagement metrics more actionable at a postcode sector level. This partnership exemplifies data-driven innovation in mail marketing and demonstrates how local modelling can unlock new levels of insight from existing data.”

Download Now - Supporting Charts and Explainer for JICMAIL + ShoWhere advanced Geo Planning Tool

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About ShoWhere

ShoWhere (showhere.fr) is a company specialising in local modelling of consumer behaviours. Its solutions support agencies and advertisers in making smarter local planning and targeting decisions. ShoWhere’s technological edge is based on proprietary local modelling algorithms that combine geostatistics and machine learning, enabling to reconcile heterogeneous geo-referenced datasets and generate robust insights at highly granular geographic levels.

[1] https://www.ana.net/content/show/id/pr-2025-08-programmatictrans