JICMAIL's 2025 Response Rate Tracker update reveals growing performance of customer acquisition mail campaigns
07 May 2025
The latest results from the JICMAIL Response Rate Tracker reveal that Cold Direct Mail response rates and Door Drop campaign ROI increased in 2024, signalling the vital role that the mail channel plays in helping businesses prospect for new customers.
The JICMAIL Response Rate Tracker now contains aggregated anonymous campaign level data gathered from 3,800 campaigns by fifteen different organisations spanning sell-side businesses, agencies, data and technology partners. Designed to complement JICMAIL’s ongoing panel measurement of consumer mail engagement, the Response Rate Tracker provides response, Return on Investment (ROI), Cost Per Acquisition (CPA), and Average Order Value (AOV) benchmarks for use in campaign target-setting and measurement.
The Response Rate Tracker provides marketers with a vital tool for contextualising their own campaign performance, with top level benchmarks revealing that:
- Warm Direct Mail achieves an average response rate of 7.2% and an ROI of £9.00
- Cold Direct Mail generates a 0.9% response rate and ROI of £3.20
- Door Drops achieve a 0.5% response rate and ROI of £2.90
For the full article and downloadable charts, please click here to go to the JICMAIL website
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