JICMAIL’s Q1 2025 data, sourced from 10,913 mail items including Direct Mail, Door Drops, Partially Addressed, and Business Mail, highlights the continued effectiveness of mail as a marketing channel. The study captures a wide range of consumer interactions with mail, such as opening and reading, passing it on to others, setting it aside for later, or taking it out of the home. Additionally, JICMAIL’s extensive database of over 355,000 mail items includes detailed information on industry categories and advertisers, providing valuable insights for marketers.
Ian Gibbs, JICMAIL’s Director of Data Leadership and Learning, emphasized the growing importance of accurately attributing the effectiveness of traditional channels like mail in a digital-dominated marketing landscape. He noted that mail is increasingly effective at driving online searches, purchases, and customer engagement. Gibbs stressed the need for marketers to incorporate these metrics into their attribution models to ensure greater accuracy and transparency in measuring marketing spend.
Mark Cross, JICMAIL’s Engagement Director, echoed these sentiments, pointing out that mail continues to prove its value as a “Super Touchpoint” across various categories. He highlighted the significant engagement and attention mail generates, leading to multiple digital behaviors. Cross revealed that nearly 10,000 brands, according to Nielsen, benefited from these advantages in Q1 2025.
The data underscores mail’s unique ability to bridge the gap between traditional and digital marketing. As consumers interact with mail in diverse ways, it plays a crucial role in driving online actions, making it a vital component of integrated marketing strategies. The findings reinforce the need for marketers to recognize and leverage the measurable impact of mail alongside digital channels to optimize their campaigns.
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