One week on from JICMAIL’s latest webinar and the release of its Mail: The Super Touchpoint report, there’s been plenty of discussion around what it means for the future of Direct Mail.
At a headline level, the message is clear. Direct Mail is no longer being positioned as a traditional channel, but as a Super Touchpoint, capable of driving attention, engagement and action across the full customer journey.
But beyond the headlines, what does this actually mean in practice?
We sat down with our COO, Phil, to get his take on the key shifts marketers should be paying attention to.
1. THE BIGGEST SHIFT IS IN THE DATA
The most important update is the integration of TGI into JICMAIL’s planning tools.
This brings over 300 new audience definitions into the platform, allowing campaigns to be planned using behavioural, attitudinal and purchase-based insights, rather than relying solely on demographics.
In practical terms, this moves Direct Mail from targeting households to targeting mindsets.
Instead of simply selecting “homeowners in a postcode,” marketers can now identify audiences such as homeowners actively looking to switch energy provider and more likely to respond to an offer.
This is a significant step forward in how the channel can be planned and positioned.
2. MAIL IS PROVING ITS ROLE AS A DIGITAL DRIVER
One of the standout stats from the Q4 2025 data is that 9.7% of mail is now prompting a website visit, the highest level seen in the last five years.
This challenges the long-held perception that Direct Mail is purely a bottom-of-funnel channel.
Instead, it is increasingly acting as a driver of digital behaviour, prompting search, site visits and further engagement across online channels.
For brands investing heavily in digital, this highlights the role mail can play in strengthening overall channel performance.
3. ATTENTION IS BECOMING A KEY DIFFERENTIATOR
The report also reinforces the value of attention.
Direct Mail delivers an average of 143 seconds of engagement, significantly higher than most digital formats.
In a landscape where consumers are constantly scrolling, skipping or blocking ads, this level of attention is increasingly valuable.
It creates space for brands to tell a story, build trust and deliver messages that are more likely to be remembered and acted upon.
4. ENGAGEMENT IS GROWING WITH YOUNGER AUDIENCES
Another important takeaway is the growth in engagement among younger audiences.
Interaction from 25–34 year olds has increased over the past year, challenging the assumption that Direct Mail is less relevant to younger demographics.
In many ways, physical mail now stands out more in a digital-first world, making it feel more novel, more trusted and more considered.
5. TRUST AND SUSTAINABILITY STILL MATTER
Finally, the data highlights two areas that continue to influence channel choice, trust and sustainability.
Mail remains one of the most trusted channels, particularly as concerns around digital privacy and ad fraud increase.
At the same time, 89% of discarded mail is now recycled, helping address common concerns around environmental impact.
For brands balancing performance with responsibility, this combination is increasingly important.
“What this really shows is that Direct Mail has moved on. With the integration of TGI into JICMAIL, we’re no longer just targeting who people are, we can start to understand how they think and what drives their decisions. When you combine that with the level of attention mail delivers and its ability to drive digital behaviour, it becomes a much more powerful part of the overall marketing mix.
Phil Newton, Co-Founder & COO of PSE Agency
Taken together, these developments mark a shift in how Direct Mail should be viewed.
It is no longer just a standalone channel, but a connected part of a wider marketing ecosystem, capable of driving digital behaviour, delivering high levels of attention, and now, with the integration of TGI data, enabling far more precise and insight-led targeting.
At PSE, this is how we approach Direct Mail, as part of a joined-up, data-led strategy designed to deliver measurable results.
It’s great to see the industry data and tools continuing to evolve in this direction.
