JICMAIL Q2 2025 Results: Mail interaction rates and digital effectiveness reach a five-year high

The JICMAIL Q2 2025 results reveal that the frequency of interaction with Direct Mail, plus the effectiveness of all mail types (DM, Door Drops and Business Mail) at driving key digital actions among consumers, have reached a five-year high and are closing in on the record set during the lockdown of Q2 2020.

The mail channel has continued to assert its Super Touchpoints strengths in delivering omni-channel customer engagement in Q2 2025. The 9.2% of Direct Mail, Door Drops and Business Mail that prompted a visit to an advertiser website is a five year-high reading of this key digital metric and is close to the all-time-high figure of 9.4% set during the first lockdown of 2020. In addition 5.9% of mail prompted consumers to look up their account details: again the highest reading of this metric in half a decade.

These key digital actions are also closely linked to other vital digital touchpoints that advertisers are keen to engage with consumers via such as app downloads, email sends and QR code scans. For example 8% of the mail that prompts an account look-up also triggered the downloading of an advertiser’s app in Q2.

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