New data from JICMAIL suggests that mail is not only maintaining strong levels of consumer engagement but is also delivering increasingly effective campaign outcomes.
Alongside its Q1 2026 results, JICMAIL released its latest Response Rate Tracker, a dataset built from almost 5,000 campaigns submitted by 15 industry organisations. The findings reveal continued growth in both warm and cold retail direct mail response rates, increasing by 26% and 21% year on year respectively.
Mail’s super touchpoint strengths in Q1 2026
The results provide further evidence that mail continues to deliver measurable performance while maintaining the high levels of attention and engagement that have long distinguished the medium.
According to the latest quarterly data, direct mail is interacted with an average of 4.5 times over a 28-day period, matching the levels recorded in Q4 2025 showing that the traditional post-Christmas slump has not materialised highlighting that mail’s ability to capture attention extends well beyond seasonal peaks . Consumers also continue to spend significant amounts of time engaging with printed communications. Catalogues generated an average of 229 seconds of attention in Q1 2026, up from 202 seconds in the previous quarter, while direct mail maintained an impressive 141 seconds of engagement.
The new Response Rate Tracker also highlights the commercial value of mail campaigns. Return on investment ranges from £2 for partially addressed mail to as much as £11.50 for warm direct mail targeting existing customers.
If you would like to know more about these latest findings or would like some advice on your next campaign get in touch!
