If you've been deprioritising direct mail in favour of digital channels, the latest figures from JICMail might make you rethink your approach.

Q4 2025 data paints a compelling picture for marketers to add physical mail in their marketing tactics.

"There's a tendency to think of mail as old-fashioned, but the data tells a different story. Used alongside digital, it's one of the most effective ways to cut through and drive real action." Paul Crimmen, Business Development Director, Accelerated Mail.

People are acting on direct mail

9.7% of mail sent in Q4 2025 prompted a website visit. Physical mail is pulling people into the digital journey, making it a natural complement to the online activity you're already running. And it's not just web traffic. Mail influenced 6% of online and in-store purchases in Q4.

Your younger audiences are reading it too

There's a common assumption that mail is a channel for older demographics. The data doesn't back that up. The frequency with which 25–34 year olds interact with mail grew 8% across 2025. If you've been writing off mail for younger audience segments, it might be time to revisit that decision.

Direct mail sticks around

One of the things that makes mail different from digital is dwell time. The average piece of direct mail stays in the home for 7.4 days, gaining 143 seconds of attention. When digital impressions are fighting for a second of someone's time, mail sits on the kitchen counter and keeps on working.

So, what does this mean for your next campaign?

The evidence is stacking up. Mail isn't a legacy channel, it's one that's quietly getting more effective at complementing digital. If you're in retail, travel, charity or membership marketing and you're not including direct mail in your mix, it's worth a conversation.

We help brands get direct mail out the door, on time and on brand. Read about our direct mail services here.