Direct Mail vs Email?
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.