The new JICMAIL x DMA “Value of Super Touchpoint Planning” report highlights a crucial point for marketers:
Effectiveness is not only about the number of channels used.
It is about how those channels work together.
The analysis shows that some combinations deliver particularly strong results across brand, response and business outcomes.
One standout finding: campaigns combining TV + Door Drops are 45% more effective than the average campaign. TV + Direct Mail campaigns are 25% more effective.
That is a powerful reminder that physical media can act as a force multiplier within the wider media mix.
TV builds broad awareness and emotion.
Door Drops bring the message into the home.
Direct Mail can target, personalise and deepen engagement.
Digital can reinforce, capture intent and support action.
Each channel plays a different role.
The real value comes from the handover.
The report makes clear that marketers need to think carefully about format, messaging, timing, customer context and the sequence of touchpoints across the journey.
From an ELMA perspective, this is where Door Drops and Direct Mail deserve renewed attention.
They are not simply “offline” channels.
They are physical touchpoints that can connect brand activity with response, household attention with local action, and campaign visibility with measurable outcomes.
In a fragmented media landscape, integration cannot mean putting the same asset everywhere.
It means understanding what each channel does best — and planning the combination properly.
Because when touchpoints are synchronised, media stops working in silos.
It starts working as a system.