JICMAIL’s Q2 2025 results reveal that mail interaction rates and digital effectiveness have reached their highest levels in five years, nearly matching the record set during the Q2 2020 lockdown. Notably, 9.2% of all mail (Direct Mail, Door Drops, and Business Mail) prompted website visits—just shy of the 2020 peak—while 5.9% of mail prompted consumers to look up their account details: again the highest reading of this metric in half a decade.
Mail’s role as a “Super Touchpoint” is highlighted by its ability to drive further digital engagement, such as app downloads and email sends. The proportion of mail prompting purchases rose 15% year-on-year, with half of these transactions occurring online. Creative and attention-grabbing mail campaigns contributed to these results, with Direct Mail averaging 4.6 interactions per item and increased time spent per piece. Door Drops and Business Mail also saw significant engagement.
While in the Direct Mail space, the NHS, Tesco and HMRC continued to deliver a higher proportion of attention than mail volumes (i.e. delivering disproportionality effective mail), in the Door Drop space Farmfoods and Checkatrade commanded two thirds of all of the time spent with mail sent by the top ten advertisers in Q2.
The link to the full report on the JICMAIL website is here: https://www.jicmail.org.uk/news/news-q2-2025-results-mail-interaction-rates-and-digital-effectiveness-reach-a-five-year-high/