Related Articles
The frequency of interaction with direct mail as well as the effectiveness of all mail types at driving key digital actions among consumers have reached a five-year high and are closing in on the record set during the lockdown of Q2 2020, according to the latest results from JICMail.
The 9.2% of direct mail, door drops, and business mail that prompted a visit to an advertiser website is a five-year high reading of this digital metric and is close to the all-time-high figure of 9.4% set during the first lockdown of the Covid pandemic in 2020.
In addition, 5.9% of mail prompted consumers to look up their account details, which was again the highest reading of this metric in half a decade.
These digital actions are also closely linked to other digital touchpoints that advertisers are keen to engage with consumers via, such as app downloads, email sends, and QR code scans. For example, 8% of the mail that prompts an account look-up also triggered the downloading of an advertiser’s app in Q2.
JICMail said that while these metrics point to the significant role that mail plays in engaging with customers, its effectiveness at acquiring new customers and sales also grew in Q2.
The overall proportion of mail prompting a purchase increased 15% year-on-year, with half of these purchases transacted online. The proportion of mail prompting voucher redemptions and large-purchase planning also increased.
Frequency of interaction with direct mail also recorded a five-year high reading of 4.56 interactions per item, while the average amount of time spent with a direct mail piece increased by 13 seconds year-on-year.
The average piece of business mail was interacted with 4.9 times over a 28-day period in Q2, direct mail 4.6 times, partially addressed mail 4.1 times, and door drops 3.1 times.
The average lifespan in the home was 8.7 days for business mail, 7.6 days for direct mail, 6.6 days for PAM, and six days for door drops.
The average piece of direct mail was looked at for 145 seconds across 28 days, door drops 60 seconds, business mail 186 seconds, and partially addressed mail for 86 seconds.
Mark Cross, engagement director at JICMail, added: “Since lockdown, consumers have witnessed another rise in ad saturation across digital touchpoints and devices, and in response have been granting advertisers at best, fleeting attention.
“Meantime the steady incremental impact of mail that prompts undivided levels of attention in the home, up to 80 times more from an item of mail than from an in feed ad in social, is increasingly cutting through, and amongst other effects, enriching digital experiences.
“These consistent results suggest that if you want a better digital experience, send mail!”
According to JICMail-endorsed Nielsen circulation data, combined door drops and direct mail volumes grew 4% year-on-year in the first half of 2025.
JICMail data is gathered from a panel of 1,100 households a month. The mail activity of every household member is tracked using a diary based app. Every mail item they receive over the course of a week is captured, and everything they do with that mail item over the course of a month is recorded.
Source link
