What Direct Mail Statistic Matters?

We all read so many posts and articles on platforms like LinkedIn — so what does a headline statistic need to say to stop you in your tracks?

Breaking it down even further, what words or copy will stop you, the reader, and make you react?

I ask this because we’ve recently seen some fantastic new figures from JICMAIL for direct mail — but is it enough?

On the face of it, the core figure that everything else revolves around is this: 77% of all posted and door-dropped mail was read or looked at during the last quarter of 2024.

Is that good? Is it good enough? What does it tell us — and what doesn’t it tell us? Most importantly, will the trend continue?

All great questions. And as someone who works in the print and mail sector, I have a biased opinion. But I also think we need to do more than just shout about the figures.

That 77% figure is outstanding. But I bet some will say it should be 90%. After all, excluding door drops and partially addressed mail, most direct mail is addressed to someone. Are they right? I’m not sure. We’ve become experts at pre-screening content as a culture — thanks to the likes of TikTok, we’re used to making snap decisions in seconds. In that context, over three-quarters of impressions being looked at is huge.

The fact that direct mail is just behind business mail in terms of reach, household presence, and average time spent looking at it is perhaps even more impressive.

7.0 days for direct mail vs. 8.6 days for business mail.
Holding attention for 133 seconds for a catalogue vs. 191 seconds for a speeding fine — that’s remarkable. And let’s be honest — looking at a catalogue should be more enjoyable!
Are any of these figures game-changing? Do they showcase the power of print?

They should be. Imagine the reaction if over 75% of the emails a consumer received in a day were engaged with. If 3 out of 4 Facebook ads were clicked on in your daily feed — that’s what we’re talking about here.

We need to stop paying lip service to meaningful data and start acting on it as an industry. These statistics are strong enough to shout from the rooftops:

77% of all printed material posted through a letterbox generates engagement.

That means if you’re using the channel and your competitor isn’t, you only have less than a 1 in 4 chance of losing that customer to them. I wouldn’t want to play those odds.

77% is when I really take notice. That’s a figure you can’t ignore. Get involved and see what a resurgent direct marketing channel can do for you. Take a fresh look at your direct mail — it’s powerful. 77% is just the starting point.

Blog Written By Richard Morrow

Richard has been involved with print & mailing for over 20 years, building vast experience and knowledge across the industry. From an initial career in sales, he now is involved in all aspects of the business from finance to production. Richard is also the driving force behind the aggressive push for CMS to be Net Zero by 2028. Aside from being Director at Central Mailing Services, Richard takes time to write informative blogs and articles on news, updates and changes within the industry.