A Channel That Cuts Through the Noise.

Direct mail has quietly evolved into one of the most effective, targeted, and measurable tools in the modern marketing mix, it’s no longer just a traditional tactic, it’s a strategic asset.

Recent data from JICMAIL shows that mail is holding attention. The average piece of addressed mail is interacted with for 133 seconds over 28 days, and door drops capture a solid 56 seconds. That kind of engagement is rare, and it’s translating into results.

Direct mail isn’t just about sending something; it’s about sending something that matters. With advanced targeting and personalisation, brands are creating highly curated experiences.  Boots for example are using customer data to serve tailored offers through print, their campaign drove a 24% redemption rate, with each recipient redeeming over 2 coupons in-store. That’s the kind of conversion that digital dreams of.

The momentum is also growing.  According to the latest IPA Bellwether Report, direct mail saw a 9% rise in marketing investment, outperforming digital channels – even in a tight economic climate. The forecast? Continued growth, as brands prioritise building lasting connections.

For luxury retailers, high-end brands, and B2B marketing, direct mail offers an opportunity for quality, intention, and staying power.

Read more, the full article is here:  Direct Mail, A Champion Of Print Resilience – Two Sides