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 update
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.
Built on nearly 5,000 campaigns, the Response Rate Tracker provides detailed benchmarks across key performance metrics, including response rate, return on investment (ROI), cost per acquisition (CPA) and average order value (AOV). These benchmarks span multiple mail formats – including Direct Mail, Door Drops and for the first time this year Partially Addressed Mail – as well as cold and warm audiences, offering a comprehensive view of mail’s role in both acquisition and retention.
At its core, the Response Rate Tracker is designed to support three critical planning and measurement tasks. First, it enables benchmarking, allowing brands to assess campaign performance against sector and format norms. Second, it supports target setting, helping marketers build more accurate forecasts by grounding expectations in real campaign data. Third, it provides validation, enabling comparison between JICMAIL panel data and observed campaign outcomes.
The dataset itself captures a wide range of campaign variables, including industry sector, mail type, audience targeting, volumes, budget and response metrics. This richness allows users to interrogate performance in detail and understand the drivers of effectiveness across different contexts.
For more information on the underlying methodology, please go to Response Rate Tracker
Key takeaways from the full year 2025 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!
