Direct mail continues to be one of the most effective marketing channels, with the latest JICMail data revealing that 77% of mail was read or looked at in Q4 2024—an all-time high since tracking began.
At a time when digital channels are becoming more saturated and ad fraud is on the rise, mail has proven its ability to cut through the noise and drive meaningful consumer action.
Unmatched Engagement and Response Rates
JICMail’s data highlights the growing impact of mail across various industries, including grocery, charity, travel, finance, and healthcare. Business mail commanded the highest attention span, with an average of 191 seconds of engagement per item, while direct mail held attention for 133 seconds across a 28-day period.
But engagement alone isn’t enough—mail is also driving real action. Six percent of all mail prompted a purchase in Q4, with half of those transactions occurring online, proving that mail plays a crucial role in omnichannel marketing strategies. Additionally, 15% of mail prompted a discussion and 8% led consumers to visit a website, reinforcing its ability to drive both immediate and long-term responses.
Data Hygiene is Critical
For direct mail to deliver optimal results, data hygiene is essential. A poorly targeted campaign not only wastes marketing budgets but also damages brand reputation. Ensuring that mailing lists are accurate, up to date, and GDPR-compliant reduces undelivered mail, enhances campaign ROI, and improves customer experience.
Brands that prioritise clean, high-quality data were found to better personalise their mail, making communications more relevant and increasing the likelihood of engagement. Whether it’s addressing customers by name, tailoring offers to their preferences, or ensuring mail reaches the right household, data-driven mail marketing consistently outperforms generic, mass-distributed campaigns.
What’s Driving Mail’s Success?
Certain mail types and tactics proved especially effective in Q4. Loyalty reward statements emerged as one of the strongest response drivers in direct mail, while vouchers and special offers performed exceptionally well in door drops. Supermarkets, retailers, charities, and financial services—particularly credit card and pension providers—recorded above-average response rates, demonstrating that well-targeted and value-driven mail captures consumer attention.
Why Brands Should Invest in Direct Mail
With engagement levels at record highs and conversion rates outperforming many digital channels, direct mail is cementing itself as a Super Touchpoint for marketers. Unlike digital ads that can be blocked or ignored, mail is tangible, trusted, and remains in the home for an average of 7 days for direct mail and 8.6 days for business mail.
For brands looking to enhance their marketing mix, investing in both strategic direct mail campaigns and rigorous data hygiene practices will ensure they maximise engagement, response rates, and customer loyalty.
In an increasingly digital world, direct mail offers a unique and proven way to capture attention and drive meaningful action.
