70% of direct mail is opened, 7% prompts a website visit

An overview of direct mail actions by households in the United Kingdom.

Over two-thirds of UK direct mail items are opened and 7% prompts a visit to the sender's website, according to the latest panel data from JICMAIL and Kantar TNS.

Despite 55% of items being thrown away within 28 days, this means 45% are still live after one month. A larger share (65%) of items were read or glance at in this period, while 12% were filed for reference and 3% put on display.

Among commercial actions, 13% of items were discussed with someone other than the household coordinator. While 6% prompted households to buy something or use a...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands