Direct mail read rates highest in eight years! 

Direct mail is continuing to prove its value as a high-impact marketing channel.  

According to JICMail’s latest Q4 2024 data, a record 77% of mail was read or looked at, the highest engagement level since tracking began eight years ago. 

During the critical Christmas trading period, direct mail, door drops, and business mail saw increased activity, particularly in charity, grocery, travel, finance, and telecoms.  

Consumers are not only engaging with mail but also taking action—6% of mail prompted a purchase or donation, 15% led to a discussion, and 8% drove a website visit. 

The report highlights the unmatched ability of mail to capture attention and drive conversions. Business mail, for example, was interacted with for an all-time high of 191 seconds, while direct mail held consumer attention for 133 seconds across a 28-day period. 

Loyalty reward statements were particularly effective in driving response rates, while vouchers and special offers proved successful in door drops.  

Supermarkets, retailers, charities, and financial service providers, including credit card and pension brands, all saw above-average response rates from their mail campaigns. 

With competition for consumer attention fiercer than ever, brands that leverage direct mail as part of their strategy are proving to gain a crucial edge.  

If you would like us to help you add mail into your marketing mix – get in touch!