The latest JICMAIL Q2 2025 results show that consumer engagement with mail has reached its highest levels in five years, with frequency of interaction, attention and lifespan all on the rise.
Direct Mail was interacted with an average of 4.6 times per item, approaching the record levels seen in the first lockdown of 2020. The average time spent with a DM piece increased by 13 seconds year on year, with each item now commanding 2 minutes 25 seconds of attention. Door Drops held attention for 1 minute per item, while Business Mail reached 3 minutes and 6 seconds.
Mail’s presence in the home also remains strong. The average lifespan for Direct Mail is now 1 week 0.6 days, while Business Mail stretches to 8.7 days — ensuring messages remain visible and relevant long after delivery.
While these engagement and longevity metrics are impressive, mail’s role as a Super Touchpoint is reinforced by its ability to stimulate wider customer activity. In Q2, 9.2% of mail prompted a website visit and 5.9% drove account look-ups, both at their highest level in five years and close to the all-time records set in 2020.
With combined Door Drop and Direct Mail volumes growing 4% year on year, Q2 underlines the unique strength of mail in delivering repeat interactions, sustained attention, and meaningful connections across the customer journey.
