At its Annual Conference hosted at the London Embankment office of PricewaterhouseCoopers (PwC), JICMAIL unveiled a new report titled “Mail: The Super Touchpoint,” positioning the mail channel—including Direct Mail, Door Drops, Partially Addressed Mail, and Business Mail—as a standout force in today's fragmented media landscape. The report, developed with input from leading marketers and media experts across brands like Barclaycard, MGOMD, VML, and People’s Postcode Lottery, argues that mail is uniquely suited to attract attention, deepen customer relationships, and spark household conversations.

Drawing on eight years of data from 1,100 UK households, JICMAIL’s findings reveal that consumers engage with mail for the equivalent of 10,000 years annually, with the proportion of mail prompting a purchase rising by 35% in the most recent calendar year. Notably, ROI for retail direct mail targeted at existing customers increased by 32%, while 10.7% of Door Drops from local tradespeople delivered a measurable commercial outcome. Additionally, the rise of programmatic mail is enabling brands to recover abandoned shopping carts, with an average opportunity of £304,000 per advertiser.

The report introduces a new framework—STEP (Super Touchpoints Evaluation Points)—to help marketers evaluate any media channel's potential for delivering standout results. While any channel can theoretically be a Super Touchpoint, the report makes a strong case for mail’s elevated performance across all stages of the customer journey.