JICMAIL: Mail Continues to Drive Digital Behaviours

Mail is having a moment again and results from the second quarter of 2025 prove it. Fresh data from the Joint Industry Committee for Mail (JICMAIL) shows that the channel is powering online engagement to heights we haven’t seen since the lockdown years.

Mail is Driving Clicks, Not Collecting Dust

JICMAIL's quarterly update revealed that nearly 1 in 10 pieces of Business Mail, Direct Mail, or Door Drops sent people straight to an advertiser’s website - the highest rate in five years. To put that in context, this engagement level is almost on par with 2020’s lockdown peak. On top of that, JICMAIL found that 5.9% of mail prompted account look-ups, another record-breaker in the past half-decade.

Direct Mail Interactions Spike in Q2

The frequency of interaction with Direct Mail also jumped to a figure not seen since the COVID-19 outbreak. Interactions reached 4.56 over 28 days, indicating recipients' willingness to engage with the format.

• Interactions: Almost 4.6 per item (4.56 across 28 days, up 1.3% year-on-year).

• Reach: Each piece lands with an average of 1.13 people in the household.

• Lifespan: Stays visible for more than 7.6 days - that’s longer than most groceries.

• Attention: An average of 145 seconds spent with each mail item, up 13 seconds from the previous year.

Mail Quarterly Results - Q2 2025

Business Mail Attention also increased year-on-year, while Door Drops Attention returned to 60 seconds, a two-second increase on the previous quarter. 

Mail and Digital: Better Together

The message for marketers and advertisers is loud and clear: if you want stronger digital results, mail needs to be in the mix. The proportion of mail prompting purchases jumped 15% year-on-year, and half of those purchases happened online. Voucher redemptions and big-ticket purchase planning also saw a lift.

That’s proof that mail doesn’t just sit on the kitchen counter; it sparks the clicks, look-ups, and checkouts that underpin a blended channel strategy. 

Why Mail Matters

Consumers are bombarded by digital ads daily. Attention on mobile feeds is fleeting, but mail cuts through at home, creating what JICMAIL calls a “Super Touchpoint effect”. This happens when mail recipients are triggered to take the next step in the journey: website visits, app downloads, or even driving people into their inbox.

Ian Gibbs, JICMAIL, Director of Data Leadership and Learning, said: “The last time we saw mail engagement and digital effectiveness at similar levels, the nation was locked down at home and highly responsive to in-home advertising. Now five years later, life is back to normal, yet mail is still proving to be a highly engaging medium among consumers."

Mark Cross, Engagement Director, JICMAIL, added: "These consistent results suggest that if you want a better digital experience, send mail!”

Mail has proved it’s the secret sauce of omni-channel marketing, and these latest results further highlight the gains that can be made by incorporating mail into your channel mix.

Download the Q2 2025 Direct Mail Factsheet

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