Mail: The Super Touchpoint

The 2025 JICMAIL report, “Mail: The Super Touchpoint”, shows why mail is a powerful tool for brands to reach new audiences and boost loyalty with existing customers. A Super Touchpoint enables marketers to unlock moments of magic, creating communications that deliver exceptional cut-through and disproportionately effective results. As this report shows, mail is proven to grab attention and deliver strong results for marketers and media planners, helping it achieve ‘Super Touchpoint’ status.

What you’ll learn

• Mail cuts through the clutter with a 96% engagement rate, costing just 11p per minute of attention. Door drops cost only 7p per minute.
• On average, Direct mail achieves 134 seconds of attention, while door drops achieve 55 seconds over a 28-day period.
• Mail items leading to purchases increased by 35% in the last year.
• Direct mail stays in the home for an average of 8 days. Warm retail direct mail boasts a 3.5% average response rate and an ROI of £7.20.
• One million pieces of mail can reach 1.1 million people and spark conversations that drive sales.
• Mail that is discussed is 71% more likely to prompt a purchase.

The report includes data from 1,100 nationally representative UK households, the Response Rate Tracker database of campaign results, and Nielsen Ad Intel.