Direct Mail Vs Email – Which is More Effective? 

Direct mail has an unfortunate reputation as spam, but this perception is often unfounded. If done correctly, direct mail can be highly relevant, targeted, and engaging. This type of marketing can be useful for both B2-B and B2C businesses. In addition, direct mail is a good way to initiate conversations with prospects and customers. Here are some tips for making direct mail effective. Whether you use email or direct mail, you should consider the pros and cons of each to decide which will be most effective for you.

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Handwritten direct mail 

When comparing handwritten direct mail and email, you will notice a few major differences. Handwritten direct mail evokes a greater sense of excitement and is much more memorable than email. However, it’s important to make sure that you’re targeting the right audience. Email is a great way to reach a broad audience, but handwritten mail will capture the attention of a specific target audience. In addition, handwritten direct mail is better for tracking leads. 

While email is an excellent option for a small business, it is not always the most effective option for larger businesses. It is difficult to get your message across among the digital clutter. Handwritten mailers are more likely to be opened than emails because they focus on the human element. Handwritten envelopes receive an opening rate of 98% compared to only 42% for a printed direct mail letter. Handwritten direct mail is also more personalized than email, so you’re more likely to receive a response. 

Cost-effectiveness 

The cost-effectiveness of direct mail versus email depends on several factors, such as the size of the mailing list and the material used. For example, glossy paper is much more expensive than matte paper. Postal rates have also increased in recent years, making it important to consider how much you can save. Fortunately, automation tools like PostGrid’s automated direct mail API can help you cut costs and increase efficiency. Email is relatively inexpensive and can be highly targeted. You can also personalize your emails to increase response rates. 

One major advantage of direct mail over email is that it’s a one-time expense, so you can get more people to respond to your advertising. Another advantage of direct mail is that it can reach a larger number of people. If you sell a discounted widget for $5 retail, but you only offer a 20% discount, you’ll make 50% more money than you would if you sold it at full price. 

Longevity 

When it comes to promoting a product or service, direct mail and email have different life spans. Emails, on average, last only 17 seconds, while direct mail lasts up to 17 days. For this reason, direct mail is more effective in terms of capturing the attention of consumers. In addition, it is more likely to receive a response, which can be measured by the “pass along” rate. 

The average lifespan of direct mail and email is significantly different. Emails last only a few seconds, while direct mails remain on consumers’ desks for 17 days. It is best to use direct mail to reach existing customers if you are planning to increase revenue. A well-designed direct mail will be read by two-thirds of consumers, while seventy-four percent of consumers will discuss mail from a brand they know. 

Customer response rates 

There is a big difference in the way consumers respond to direct mail and email. Direct mail increases your brand’s impression of your target audience. Research shows that 73 percent of Americans prefer to receive direct mail over email. While you may not be able to calculate the response rate for an email, direct mail will get you more responses than email. Moreover, direct mail is more personal. The majority of consumers appreciate receiving mail announcing new products. 

Although email marketing is much more popular than traditional mail, it’s still not the most effective option. Email marketing is a much more cost-effective option. According to the Data and Marketing Association, direct mail has a higher response rate than email. Its average response rate is about nine times higher than that of an email. Adding a name to your direct mail campaign increases your response rate by 135%!