In a world increasingly dominated by digital interactions, direct mail remains a powerhouse for engagement, response, and ROI. The 2024 JICMAIL Response Rate Tracker provides fresh insights into how businesses can leverage direct mail effectively—and why platforms like frankk. are making it easier than ever to capitalise on these opportunities.
Direct Mail by the Numbers
The data from JICMAIL paints a clear picture: warm direct mail achieves an impressive 7.9% response rate, while cold direct mail still performs at 0.9%. Door drops, often seen as a more general brand-awareness tool, maintain a 0.6% response rate.
Beyond response rates, return on investment (ROI) is where direct mail truly shines. Warm direct mail campaigns yield an average ROI of £9.00 per £1 spent, reinforcing the channel’s effectiveness in nurturing existing customer relationships.
The Shift Towards Smarter Direct Mail
Just as we expect real-time price transparency and frictionless service in e-commerce, logistics, and travel, businesses now expect the same from their mailing solutions. Modern direct mail platforms provide increased flexibility, speed, and visibility, making it easier than ever to integrate direct mail into broader marketing strategies.
frankk. The Modern Approach to Direct Mail
With its intuitive, web-based platform, frankk. transforms direct mail into a seamless, efficient, and scalable solution. Here’s how it aligns with the trends outlined in the JICMAIL report:
On-Demand, 24/7 Access – No need to wait for business hours; users can send mail online anytime.
Clear, Upfront Pricing – Unlike traditional services that require a lengthy quotation process, frankk. provides immediate visibility into direct mail costs.
Fully Web-Based – Whether in the office or working remotely, teams can access print and post services from anywhere.
Smarter Campaign Management – With better data integration, businesses gain deeper insights into campaign performance, making bulk mail and mail fulfillment services more strategic and results-driven.
A Future-Proof Strategy
JICMAIL’s findings highlight a growing demand for hybrid mail solutions and programmatic mail—a trend that aligns perfectly with frankk.’s digital-first approach. Direct mail is no longer about slow, cumbersome processes; it’s about efficiency, flexibility, and measurable outcomes.
The bottom line? Direct mail remains a highly effective marketing tool, but success depends on using the right technology. With platforms like frankk., businesses can unlock new efficiencies, reduce operational friction, and stay ahead of the curve in an increasingly automated world.
As the JICMAIL data confirms, direct mail isn’t just relevant—it’s thriving. The real question is: are you leveraging it in the smartest way possible?
