In reality, email versus direct mail is a difficult comparison. There is evidence that both produce results. But, in the end, it all comes down to your campaign’s objectives.
We live in a technology-driven world. Our lives are online, but direct mail is still alive and well. Traditional advertising methods, such as direct mail marketing, may appear to have lost favour, but in actuality, this is not the case.
Marketing is all about reaching the right audience. Direct marketing has some advantages over digital marketing, but ignoring email marketing is certainly not the smartest move.
Let’s take a look at some of the differences between the two types of marketing to see which one is the better option!
Is Direct Mail Marketing Dead?
Direct mail is a more traditional marketing medium that has made a comeback after falling out of favour with the rise of the digital era. Direct mail marketing campaigns are particularly beneficial for those who are reconsidering their advertising strategies.
When breaking down the concept of email versus direct mail, it’s important to remember that the two advertising processes are significantly different. However, they both aim to get your message in front of the largest, most prospective audience possible.
The Significant Differences Between the Two
Direct mail has an estimated lifespan of 17 days, while email marketing has an estimated lifespan of two seconds, demonstrating the power of direct mail. This means that emails are generally forgotten or even deleted once opened, but a piece of mail in your home serves as a constant reminder.
Even if you decide to toss the direct mail, 66% of it is read before being discarded, and an additional 82% is read for more than one minute. With statistics like these, it’s easy to see why direct mail works and is increasingly used today, particularly when combined with digital advertising methods.
Additionally, the customer response rates differ dramatically between direct mail and email. Direct mail marketing campaigns have seen a staggering 190% increase in prospect response rates. Furthermore, only 44% have been known to recall the brand directly after seeing a digital ad, and 75% have been known to recall the brand directly after receiving direct mail.
Benefits of Direct Mail Marketing
When considering email versus direct mail, the latter is a more effective advertising tool because it is seen and heard among the overwhelming number of emails.
Moreover, personalisation is another way to measure the efficacy of direct mail; the method enables you to communicate directly to your prospective audience and tailor your message to their needs and purchasing habits. As a result, you build trust and customer loyalty, which drives sales and generates revenue.
Furthermore, direct mail marketing campaigns are impactful, especially in this day and age, because they take you away from the chaos of the internet. Outside of digital media, direct mail draws us away to read and find time for ourselves, allowing us to better understand your brand message.
Breaking Down Email Marketing – Is it the Future?
There’s no refuting that email marketing is a tried-and-true advertising strategy. With a single click, you can reach your entire customer database.
However, we are experiencing email oversaturation, with an average of 22.87% of individuals opening their emails – less than half the response rate for direct mail.
This could be due to the sea of spam we receive via email every day, as well as the novelty of direct mail. Our inboxes are clogged with emails, but nothing beats holding your own piece of direct mail.
Benefits of Email Marketing
In the digital age, email marketing remains a powerful tool. Over a quarter of the population has an email address, allowing you to reach a large number of people with a single click when promoting your services or products.
Additionally, email marketing is more cost-effective, but when you compare email versus direct mail response rates – you have to wonder whether it is worth sacrificing response rates, for faster delivery.
On the other hand, while print costs have decreased in recent years, postage costs have increased. This means that, despite direct mail’s higher response rate, email, with its low start-up costs, has a higher return on investment. According to a Citi Post Mail study, direct mail has an average ROI of £7 for every £1 spent, while email has an average return of £38.
If you’re looking to achieve the best ROI possible, we can find you a fantastic postage price on your next campaign!
A Closer Look At Email Versus Direct Mail
With three times the return of direct mail, email marketing may appear to be a no-brainer, but both have advantages and disadvantages.
Direct mail is perceived as a more trustworthy, personal form of marketing, whereas email is perceived as quick and informal. Customers are very clear about when they want to receive one over another due to the different values associated with each mail.
At first glance, it appears that email is better for quickly generating profits, whereas direct mail is better for producing customers.
Our overarching conclusion is that direct mail and email work better together. Remember to create a lasting impression by defining your goals and selecting the best marketing combination to support them when creating a direct marketing campaign.
If you have any questions about the kind of direct mail services we offer, please feel free to get in touch.