Latest Response Rate Tracker
The JICMAIL Response Rate Tracker is a campaign-level effectiveness dataset designed to give advertisers and agencies a clearer, more actionable view of how mail performs.
Response Rate Tracker 2026
The JICMAIL Response Rate Tracker is a campaign-level effectiveness dataset designed to give advertisers and agencies a clearer, more actionable view of how mail performs. Distinct from JICMAIL’s core panel, the Response Rate Tracker aggregates anonymised performance data submitted by fifteen industry organisations, creating a robust and scalable evidence base for benchmarking and target setting.
For more information on the underlying methodology, please go to Response Rate Tracker.
For a short explainer video on using the Response Rate Tracker, please scroll down the page.
Please download, use and share the supporting charts for Response Rate Tracker 2026
Key takeaways from the full year update
1. Mail effectiveness is strengthening across acquisition and retention
Cold and Warm Direct Mail response rates increased by over 20% in 2025, highlighting continued growth in both customer acquisition and retention performance.
2. Door Drop ROI has significantly improved
Door Drop campaigns saw ROI nearly double to £5.28, demonstrating that unaddressed mail is becoming a more commercially effective channel.
3. Combining brand and response drives stronger outcomes
Campaigns that include both brand-building and response objectives achieve up to five times higher response rates, reinforcing the importance of integrated campaign design.
4. Format matters – larger formats deliver higher response
A4 mailers generate response rates around 2.7 times higher than postcards, showing the impact of format choice on campaign effectiveness.
Thank you to all of our valued contributors!
Go to JICMAIL Discovery to access the Response Rate Tracker!
