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.

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