Mail is continuing to demonstrate its effectiveness. According to the latest data from JICMAIL, the first quarter of 2025 saw significant confidence in mail, with a marked increase in how households engage with every type of mail.
Across Direct Mail, Door Drops, Business Mail, and Partially Addressed Mail, key engagement metrics such as frequency, reach, attention and lifespan all increased compared to the same period last year. That means mail is not only landing on doormats but also sticking around — being read, shared, revisited and, crucially, acted on.
- Direct Mail saw an average of 4.4 interactions per item, a lifespan of 7.6 days, and held attention for an impressive 145 seconds.
- Door Drops were interacted with 3.1 times, remained in the home for 5.5 days, and attracted 58 seconds of attention.
- Partially Addressed Mail reached 1.09 people per item, had a 7.3-day lifespan, and held attention for 87 seconds.
Consumers engaged deeply with their mail: 76.4% of items were read or looked at in Q1 — up from 75.8% the previous year. Crucially, the impact wasn’t limited to the moment of delivery; mail continued to prompt action over time, reinforcing its role as a lasting touchpoint.
If you would like to find out more information about the role direct mail can play in your next campaign – get in touch!
