JICMAIL’s Q2 2026 results show mail turning attention into action
JICMAIL’s Q2 2026 update shows how mail continues to prove its value as a Super Touchpoint, combining measurable attention with clear commercial outcomes. For this past quarter, there have been two main highlights: political parties used mail to build visibility during the May local elections, while supermarkets demonstrated how mail can drive both physical store visits and digital engagement.
The key results underline this value, with Reform converting a high share of attention into a strong performance at the local elections, meanwhile 9.5% of all supermarket mail items to consumers prompted a website visit, with the share of mail-driven purchases transacted in-store rising to 41%. Elsewhere, supermarket Door Drops containing a QR code proved 87% more likely than the average mail item to prompt an online customer journey.
Mail creates meaningful local attention
Even in a digital world, mail played a significant role in the May local elections. Political party Direct Mail volumes on JICMAIL’s panel of 1,100 UK households increased sixfold year on year, while Door Drop volumes tripled. This shows that, in moments where local relevance and household reach are essential, mail remains a highly valued channel for visibility and getting messages into people’s hands.
Reform accounted for 27% of political mail volumes (among the top ten parties measured), and yet it was also responsible for 29% of the time spent with those mailings. In other words, the party achieved a higher share of attention — a useful reminder that effectiveness is not just about reaching households, but about earning time and engagement once the mail arrives.
Summary: In local, time-sensitive moments, mail can do more than deliver a message. It can build attention where it matters most.
Supermarkets are using mail to drive purchases
Q2 2026 was not just about the political landscape. Supermarkets also showed strong confidence in mail, with both Direct Mail and Door Drop volumes growing. That confidence is reflected in the results, with the proportion of mail prompting a purchase increasing from 5% to 6% year on year. With annual supermarket spend in the millions, that 1% growth is significant.
For large retailers, this reinforces mail’s role as a practical and measurable channel. It gives brands the ability to communicate offers, availability and local service information in a tangible format, while encouraging people to take the next step, whether that’s visiting a store, going online or making a purchase.
Summary: Mail continues to help retail brands convert consideration into action, particularly when campaigns are timely, local and useful.
Mail is driving more people into physical stores
While recent JICMAIL results have highlighted mail’s growing role in digital journeys, Q2 also showed its strength in driving IRL consumer activity. One of the standout results was that the share of mail-driven purchases transacted in-store increased to 41%, up from 34% the previous year.
This is particularly important for retailers with bricks-and-mortar locations. Mail can be targeted geographically, helping brands reach households in specific catchment areas and connect local messages with local behaviour. With JICMAIL integrating postcode sector mail planning data into Adwanted UK’s Geo-Targeting App1, planners can now view mail engagement and effectiveness alongside other local media channels.
Summary: With 41% of mail-driven purchases now transacted in-store, mail can be an effective geotargeting channel that drives real-world footfall and local retail performance.
QR codes are helping mail connect physical and digital journeys
Mail’s digital impact also remained strong in Q2. Overall, 9.5% of all mail items prompted a website visit, slightly ahead of the 9.2% recorded in Q2 2025. That means almost 1 in 10 mail items encouraged people to go online, demonstrating mail’s continued ability to influence digital behaviour.
QR codes played a particularly important role, acting as a simple bridge between a physical item and an online action. A Door Drop containing a QR code was 87% more likely than the average mail item to prompt a website visit, while a Direct Mail item containing a QR code was 60% more likely. For marketers, the implication is clear: when mail includes an obvious, easy next step, it can turn attention into measurable digital action.
Summary: QR codes can make mail easier to act on and help brands move people from household attention to digital outcomes.
Mail gives a measurable route from household reach to commercial impact
JICMAIL’s Q2 2026 results show mail continuing to play an effective, multi-layered role across different customer experiences and journeys. It can build attention in local moments, support retail footfall, prompt purchases and drive people online. For marketers planning future campaigns, that combination is especially powerful.
Used thoughtfully, mail also gives brands a way to be targeted, tangible and measurable. It brings messages into the home, encourages repeated interaction and can work alongside digital channels to create more connected customer journeys.
As these results show, mail isn’t just a standalone channel. It’s also a Super Touchpoint that can influence what people notice, where they go and what they do next.
