New insight from JICMAIL, the industry body for mail measurement, confirms what we’re seeing across our client campaigns at PSE: mail is not just surviving in a digital world — it’s actively powering it.
As a JICMAIL Platinum Partner, we closely track these benchmarks to ensure our clients benefit from the most up-to-date performance insight — and the latest results point to one clear trend: mail is delivering stronger, more measurable outcomes than ever before.
Mail Is Driving Measurable Digital Action
The most striking takeaway from Q1 2026 is the continued growth of mail as a driver of online behaviour.
- 9.4% of all mail prompted a website visit — a record Q1 figure
- 56% of purchases driven by mail were completed online — the highest level ever recorded
These are standout stats that reinforce mail’s role as a true omni-channel driver, not just a standalone channel.
Retail Mail Performance Is Accelerating
Alongside the panel data, JICMAIL has released its 2025 Response Rate Tracker, based on nearly 5,000 campaigns.
- Warm Direct Mail response rates up 26% year-on-year
- Cold Direct Mail response rates up 21% year-on-year
These uplifts signal growing effectiveness in both customer retention and acquisition strategies.
Why This Matters for Marketers
- Mail is a proven digital trigger
- Performance is improving, not declining
- Mail delivers across the full funnel
PSE Perspective
At Print Strategy Europe, we use JICMAIL data alongside our own campaign insight to design performance-led mail strategies that integrate seamlessly with digital channels.
As a Platinum Partner and contributor to the Response Rate Tracker dataset, we’re uniquely positioned to benchmark, optimise and deliver measurable results for our clients.
The Bottom Line
The latest JICMAIL results confirm that mail is evolving into a ‘super touchpoint’ — combining physical engagement with strong, trackable digital impact.
