These updates provide marketers and planners with a unified and transparent view of mail’s commercial effectiveness and environmental impact, enabling more informed and data-driven decision making.
The latest upgrade to JICMAIL Discovery introduces independently measured carbon emissions data from Carbon Quota, allowing users to quantify the carbon footprint of mail production and delivery alongside their existing campaign performance data.
Users can refine calculations by selecting key production and delivery variables such as mail format, envelope type, paper size, weight, and finish. With this change, the platform now provides a consistent view of mail’s carbon impact across the industry, including metrics for the total carbon footprint of a mail campaign, the carbon footprint per mail item, and the carbon footprint per mail impression.
Simultaneously, PrintGreen’s Carbon Calculator has been upgraded to incorporate JICMAIL performance data, providing a side-by-side view of commercial and sustainability metrics. This performance data captures the projected impressions and commercial actions for each combination of mail type and sector. By selecting their industry alongside the size, paper and quantity details, users can assess the impact by carbon per impression and carbon per commercial action for Direct Mail and Leaflets and Flyers, offering a more complete understanding of mail’s environmental outcome within the context of its commercial performance.
A sustainable collaboration
This collaboration aligns with the principles of Ad Net Zero’s Global Media Sustainability Framework, reinforcing the importance of shared measurement standards to help the advertising industry understand and reduce its carbon impact with consistency and confidence. Alexander d’Albertanson, Media Sustainability Director for Ad Net Zero, had this to say:
“PrintGreen’s integration of carbon and performance data is a powerful example of how voluntary adoption of the Global Media Sustainability Framework can help the industry move towards more transparent and informed media planning. By bringing commercial effectiveness and environmental impact together in one place, it helps marketers make choices that support both performance and the planet.”
Ian Gibbs, Director of Data Leadership and Learning at JICMAIL said:
“JICMAIL is delighted to integrate the discipline of carbon footprint measurement with mail engagement and effectiveness measurement. Businesses must build their confidence levels in assessing the carbon output of the marketing activity – only by establishing their baseline carbon footprint can they then decide how to optimise and improve their sustainability position. The integration of JICMAIL data offers a unique perspective on carbon output per ad impression, creating comparability across other marketing channels where this data is also available.”
Together, these updates represent a significant step towards delivering a unified, data-driven approach to understanding the overall impact of mail, providing the industry with clear, evidence-based metrics for mail’s sustainability credentials and commercial value within the marketing mix.
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