The latest insight from JICMAIL provides a clear view of how Door Drops perform in real households, from the attention they earn to the actions they drive. As a Direct Mail specialist, we at PSE regularly use JICMAIL data to guide our thinking and support the work we deliver for clients. We have seen the impact Door Drops can have for brands such as HelloFresh, Willowbrook, and Stagecoach, where the channel has helped reach new audiences and influence customer behaviour.
Here, we are sharing ten essential findings from JICMAIL’s recent analysis. Each one offers valuable evidence of how Door Drops contribute to reach, engagement, and response, and why the channel continues to play an important role in modern marketing.
1. Door Drops are a Super Touchpoint
74 percent of Door Drops are read or looked at, with around one minute of interaction time and 9 percent prompting household discussions, showing how strongly they hold attention.
2. Door Drops generate reach and make an impression
A delivery of 100,000 Door Drops creates around 320,000 impressions, as items are shared and revisited within households.
3. Door Drops gain attention
The average Door Drop is interacted with for around one minute across a 28 day period, giving brands a meaningful window of attention in the home.
4. Door Drop attention is cost effective
Compared with other major channels, Door Drops offer one of the lowest costs per minute of attention, performing on par with high impact Super Touchpoints.
5. Door Drops drive engagement
Engagement with Door Drops continues to rise, with more people reading, keeping, and acting on the items they receive.
6. Door Drops influence customer behaviour throughout the journey
From brand discovery and online searches to voucher use and purchase, Door Drops play a role at every stage of the customer journey.
7. Door Drops continue to deliver strong ROI
The JICMAIL Response Rate Tracker reports an average response rate of 0.5 percent and a return of £2.90 for every £1 invested.
8. Door Drops reach audiences of untapped potential
Engagement is rising among both ABC1 households and under 35s, showing that Door Drops resonate strongly with younger and more affluent audiences.
9. Door Drop prompted purchases are omnichannel
Almost a quarter of purchases prompted by Door Drops now happen online, demonstrating how print drives digital behaviour.
10. Door Drops build trust
Consumers rate Door Drops as more trustworthy than social media, email, radio, outdoor, TV, newspapers, and apps, making them one of the most credible channels available.
JICMAIL is the UK’s independent measurement body for mail. Through its nationally representative household panel, JICMAIL tracks how people receive, read, share, and act on mail, providing transparent data on the attention and commercial impact the channel delivers. This insight helps marketers understand the role mail plays throughout the customer journey and supports more effective planning and evaluation.
