Is your Direct Mail campaign leaving money on the table? Here's what JICMAIL 2025 reveals...
So, the JICMAIL Response Rate Tracker for 2025 just dropped, and it’s packed with juicy insights for marketers looking to squeeze more ROI out of their mail campaigns. If you're tired of guessing games and want to see real-world results from your direct mail (DM) and door drops, buckle up. This one's for you!
Click Here to Download the Response Rate Tracker 2025 Highlights Now
Cold DM: Bigger Isn't Always Better... Unless It Is
One surprising finding from the report is that ROI increases for larger cold DM campaigns. Let’s think about what that means: less targeted campaigns see better performance. On average, campaigns sending under 25,000 items achieve around £2.50 ROI. But when volumes surpass 100,000 items, that ROI leaps to £3.60.
Here's the catch: just sending more mail doesn't automatically make it better. Many marketers mistakenly miss the opportunities from broader selections. But if targeting methods are poor, scaling only magnifies inefficiencies.
At Herdify, we've flipped this script. Using advanced behavioural segmentation, we've proven, like in our Abel & Cole case study, that highly targeted cold DM campaigns dramatically outperform less targeted mass sends, delivering more bang for your buck at any scale.
Reinforcement: It's Not About Shouting Louder, It's About Speaking Smarter
Ever hear the phrase "repeat yourself enough, and people will listen"? Turns out, there's truth in it. JICMAIL’s data confirms that repeated cold DM campaigns enjoy 37% higher ROI and 2.5 times better response rates compared to one-off campaigns. That means more sales, higher average order values, and cheaper customer acquisition costs.
But here's the twist: smart marketers know reinforcement works best within tight-knit communities, where messages spread organically. This aligns with Damon Centola's research on complex contagions, which shows that behaviours requiring change, like adopting a new product or idea, spread more effectively when individuals receive multiple confirmations from their close social circles. In his studies, Centola found that clustered networks, where individuals are connected to many of the same people, facilitate faster and broader adoption of new behaviours compared to random networks with weak ties.
Centola's findings suggest that for a message to lead to actual behaviour change, it's not enough for someone to hear it once from a single source. They need to hear it multiple times from different people they trust. This social reinforcement builds credibility and encourages adoption.
At Herdify, we leverage this principle by identifying and targeting these tightly-knit communities. Our behavioural science approach ensures that your message reaches interconnected individuals who can reinforce each other's decisions, amplifying the impact of your campaign. For instance, the RSPCA saw impressive results by tapping into community networks with fewer, better-targeted messages, thanks to Herdify's precise targeting tech. If reinforcement is part of your strategy (and honestly, why wouldn't it be?), Herdify can help you do it smarter, not just louder.
Beyond the First Sale: Lifetime Value Matters
Another eye-opening insight: across most sectors including retail, gambling, and charity campaigns typically don't break even after a single purchase due to high cost-per-acquisition (CPA). Only specific sectors like travel and medical warm DM consistently turn immediate profits.
The message here? You need repeat customers. This makes targeting quality audiences vital. Herdify’s approach finds not just buyers but repeat buyers those valuable customers who help your campaigns break even faster and profit sooner
Double-Duty Campaigns: Branding Meets Direct Response
Here's a bonus takeaway: campaigns that combine brand and direct response goals perform brilliantly, tripling response rates compared to pure direct response plays. This isn't just multitasking, it's smart tasking.
Ready for a Change?
If your current direct mail strategy feels a bit like throwing spaghetti at the wall (hoping something sticks), it’s time for Herdify. By leveraging behavioural science and AI-driven targeting, we pinpoint communities ready to respond and buy. No more costly guesses, just targeted campaigns that perform.
Want to stop guessing and start knowing? Let's talk.
