JICMAIL’s report, Mail: The Super Touchpoint, explores how mail achieves marketing success by blending creativity, audience insights, and sensory appeal, making it a crucial part of an effective strategy.
Research has positioned mail as a Super Touchpoint by measuring its impact across key marketing metrics. Tracking consumer engagement through a panel of 1,100 UK households, JICMAIL has demonstrated mail’s ability to drive attention, retention, and action. Unlike fleeting digital ads, mail remains visible for days, prompting repeated interactions and reinforcing brand messaging.
JICMAIL’s Response Rate Tracker further validates mail’s strong ROI, with well-targeted campaigns often outperforming digital in conversion rates and consumer trust. By measuring engagement, recall, and purchase intent, JICMAIL confirms mail as a high-impact marketing channel that delivers exceptional outcomes.
Why mail is a super touchpoint
JICMAIL’s research highlights four key strengths of mail:
- Attracting Attention: Mail demands undivided focus, with engagement rates reaching 96% for direct mail and 80% for Door Drops. Unlike digital ads that are scrolled past, mail physically enters homes, increasing the likelihood of recall and action.
- Deepening Relationships: Personalised and well-timed mail builds customer trust and loyalty. Studies show warm direct mail campaigns generate an average ROI of £7.20, outperforming many digital channels in customer retention.
- Igniting Conversations: Mail isn’t just received—it’s shared and discussed. Whether among family members or colleagues, mail sparks engagement, with each piece interacting with an average of 1.13 people per household.
- Driving Responses: Tactile and sensory, mail fosters stronger emotional connections, leading to high response rates. The physical act of handling mail increases credibility and prompts action, whether through purchases, sign-ups, or in-store visits.
