Article

Rosie Niblock
Rosie Niblock 15 February 2017

Infographic: Direct Mail vs Email

In the past direct mail has been referred to as dead. So we decided to do some research and compared direct mail to email marketing, it's digital alternative.

It would appear that as our lives become more and more consumed by digital media we start to give less time and attention to the messages we receive. The average lifespan of an email is now just 2 seconds and brand recall directly after seeing a digital ad is just 44%, compared to direct mail which has a brand recall of 75%. 

So why are people still saying direct mail is dead? Whilst print costs have fallen over the past few years, postage costs have risen. This means despite the higher response rate of direct mail, email with it’s low start up costs still receives a larger return on investment. A study from Citi Post Mail states direct mail has an average ROI of seven pounds to each one pound spent, whilst email has an average return of £38.

With triple the return of direct mail email marketing may seem like a no brainer, but both have their strengths and weaknesses. Direct mail is perceived as a more trusted, personal form of marketing, whilst email is seen to be quick and informal. The different values associated with each mail mean customers are very sure about when they want to receive one over another.

Initially it would seem that email is better for generating profit fast, whereas direct mail is better for generating customers. Our overriding conclusion is that direct mail and email work better in support of each other. When creating a direct marketing campaign define your aims and choose the best marketing combination to support them.

DirectMail-vs-Email-Proactive-Marketing.png

Original article posted here.

 
Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
‘Complainer marketing’ – should we harness rage to promote brands?

‘Complainer marketing’ – should we harness rage to promote brands?

As marketers, we're always looking to get the best results for our clients. But should we highjack the emotions of their customers to do so? No, as I explain in this post, you're better than that.

Tom Chapman
Tom Chapman 18 July 2018
Read more
8 Digital Marketing Trends to Watch in 2023

8 Digital Marketing Trends to Watch in 2023

The internet has conditioned customers to demand instant gratification, and that’s only set to continue. In 2023, customers will expect a response time of just hours. No more sending an email and waiting days for a...

Azeem Adam
Azeem Adam 3 May 2022
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 22 September 2020
Read more
Deep Link vs. Universal Link: Which One is Better?

Deep Link vs. Universal Link: Which One is Better?

Are universal link and deep link the same thing? There are some big differences, let's understand them.

Stefano Pisoni
Stefano Pisoni 17 March 2020
Read more