As JICMAIL Platinum Partners, we’re always keen to get our hands on their new reports. And their latest one, Mail: The Super Touchpoint, is out now. It reveals fresh insights into how mail (including direct, door drops, partially addressed mail, and business mail) grabs attention, strengthens customer bonds, and sparks household conversations.
Unveiled at their fantastic annual conference at PwC – where we saw our friends Tom Ridges from Herdify and Megan Baker from RSPCA discussing how using real-world community data increased response rates and donations. The report draws on expertise from top agencies, advertisers, and industry bodies – including Barclaycard, People’s Postcode Lottery, System1, and the IPA – to explore the challenges of multi-channel planning and mail’s role in today’s fragmented media world.
Key takeaways from the report and event:
- Industry experts agree that digital ad clutter, lack of transparency, and poor platform integration make campaign planning tougher than ever. To cut through the noise, marketers should tap into Super Touchpoints – channels that grab attention, spark conversations, and drive real results
- A Super Touchpoint blends smart audience planning with standout creativity, creating deeper emotional connections and compelling brand storytelling. Any channel can qualify if it meets best-practice standards, delivers unique insights, and drives impact at every stage of the purchase journey
- JICMAIL’s report introduces the STEP rating (Super Touchpoints Evaluation Points) to help planners identify and measure these high-performing channels
The report also highlights why mail is a prime Super Touchpoint:
- It grabs attention – consumers engage with mail for a staggering 10,000 years’ worth of time annually
- Purchase prompts from mail have jumped 35% year-on-year
- It drives results – 10.7% of door drops from local tradespeople lead to a commercial outcome
- Retail direct mail ROI has soared 32% to £7.80 per £1 spent
- It boosts engagement – programmatic mail now mirrors digital retargeting, capturing £304k in potential revenue from abandoned carts
- It sparks conversations – mail is trusted and privacy-friendly, with 17.5% of mail prompting brand discussions, up from 15.8% two years ago
We also loved Dr Grace Kite’s point: building brands isn’t about relying on just a few big channels anymore – it’s about using “lots of littles”. The smartest strategies stack multiple touchpoints that work together, creating way more impact than any one channel alone. And mail is definitely a key one of those touch points… a super touchpoint.
