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...