Mail and the Customer Engagement Journey

All advertising channels have their place in the media mix. Television drives brand awareness, email is great for quick updates and social media creates a buzz around your brand.

However, mail is the proven Super Touchpoint that generates trust and engagement throughout the customer journey, while driving acquisition and retention.

And when integrated alongside other media channels, mail can improve your opportunity to deliver maximum value to your audience.

Download the Mail and the Customer Engagement Journey Factsheet

Mail and Customer Acquisition

Brand Awareness: Website visits and online account look-ups prompted by all mail items are at a five-year high. 

Trusted Channel: Direct mail marketing is the single most trusted communications channel. 71% of consumers completely trust the mail they receive and 2.5x consumers agree they trust mail communications more than email. 

Purchasing Power: According to the latest full-year data, 8.4% of mail items prompted a purchase, a 35% increase on the previous year.

Mail and Customer Engagement

• Every year, customers engage with mail for the equivalent of 10,000 years combined.

• Mail attention rates are soaring. The time spent with the average mail item remains consistently strong across all formats: Business Mail (193 seconds), Direct Mail Attention (150 seconds), Partially Addressed Mail (93 seconds), Door Drops (50 seconds). 

• 2025 data highlights that Business Mail stays in the home for 9.3 days on average, reaches 1.18 people, and is read 4.97 times.
• 16% of mail triggers an in-home discussion, showcasing its ability to influence decision-making. 

Sources from: IPA Bellwether Report | Marketing Week | Marketreach: ‘The Trust Factor’ | JICMAIL: Mail - The Super Touchpoint, Whistl/JICMAIL 2025.

Updated December 2025