JICMAIL’s 2025 Response Rate Tracker Highlights Growth in Customer Acquisition Campaigns
London, 7 May 2025 – JICMAIL (the Joint Industry Currency for Mail) has released its latest update to the Response Rate Tracker, revealing significant improvements in the performance of customer acquisition campaigns through mail channels. The data underscores the growing importance of mail in helping businesses prospect for new customers, with notable increases in response rates and return on investment (ROI) for cold direct mail and door drop campaigns in 2024.
The Response Rate Tracker aggregates anonymized campaign-level data from 3,800 campaigns across 15 organizations, including sell-side businesses, agencies, and data and technology partners. This tool provides benchmarks for response rates, ROI, cost per acquisition (CPA), and average order value (AOV), enabling marketers to evaluate and optimize their campaign performance.
Key Findings from the 2025 Tracker
The latest data highlights the effectiveness of mail campaigns across different stages of the customer journey:
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Warm Direct Mail (DM):
- Average response rate: 7.2%
- ROI: £9.00
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Cold Direct Mail (DM):
- Average response rate: 0.9%
- ROI: £3.20
- Door Drop Campaigns:
- Average response rate: 0.5%
- ROI: £2.90
While warm DM continues to deliver higher ROI, cold DM and door drop campaigns have shown remarkable growth in 2024. Cold DM response rates increased by 24% year-on-year, while door drop ROI rose by 39%. These results demonstrate the mail channel’s ability to effectively expand customer bases.
The Power of Scale and Frequency
The data also reveals the impact of campaign scale and frequency on performance:
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Cold DM ROI increases with volume:
- For campaigns with up to 25,000 mailings, the average ROI is £2.50.
- For campaigns exceeding 100,000 mailings, ROI rises to £3.60.
- Repeat campaigns outperform new ones:
- Repeat cold DM campaigns achieve 37% higher ROI and 2.5 times higher response rates compared to new campaigns.
- Repeat campaigns also benefit from higher average order values and lower CPAs.
Dual-Purpose Campaigns Drive Better Results
Marketers aiming to boost response rates should consider campaigns with dual objectives—those that focus on both driving sales and building brand awareness. These campaigns typically achieve three times the response rate of campaigns focused solely on sales.
Industry-Specific Benchmarks
The Response Rate Tracker now provides benchmarks across 35 sectors, including retail, online retail, mail order, finance, charities, telecoms, travel, property, and medical. This expanded coverage allows businesses to compare their performance against industry-specific standards.
New Contributors to the Tracker
In addition to the 15 organizations that contributed data in 2024, JICMAIL welcomes two new participants to the 2025 Tracker: Go Direct Marketing and PDV Agency. These additions further enrich the dataset, ensuring it remains a comprehensive resource for the industry.
Accessing the Data
The Response Rate Tracker data is available to all JICMAIL subscribers through JICMAIL Discovery, a data portal that provides access to industry-leading mail campaign planning and measurement tools. For more information, visit jicmail.org.uk.
Conclusion
JICMAIL’s 2025 Response Rate Tracker highlights the continued relevance of mail as a powerful channel for customer acquisition. With growing response rates and ROI for cold DM and door drop campaigns, businesses can confidently leverage mail to expand their customer base and drive growth. The insights provided by the Tracker empower marketers to optimize their campaigns, achieve better results, and make informed decisions in an increasingly competitive landscape.
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