I already know your answer … do both. And of course you’re absolutely correct.

The infographic you are about to see cites more evidence. According to this research (on this point, from Royal Mail), customers spend 25% more when businesses use a combination of direct mail and email marketing.

The old one-two punch.

That said, the infographic presents some interesting comparisons. For example:

  • 56% say “mail makes me feel valued”; only 40% say that about email.
  • Prospects are 10-20% more likely to convert on a direct mail offer versus an email offer.
  • Most surprising to me: 79% of consumers act on direct mail immediately (isn’t clear whether “act immediately” includes drop in trash bin) compared to only 45% who act on email straightaway.

This also caught my eye. Here are top 5 words consumers used to characterize direct mail versus email (in order):

Direct mail: formal, official, considered, believable, and important.

Email: quick, spontaneous, interesting, informative, smart.

Why do I like direct mail? As suggested below … it’s more memorable.

Here’s the infographic, courtesy of Proactive.

Tom

 

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