8 Reasons Why Direct Mail Is More Effective Than Email Marketing

We are faced with the million-dollar question: what is more effective, direct mail or email marketing?

Digital media advocates argue that it makes no sense to spend your advertising budget on direct mail campaigns that no one reads, when you can reach customers through their preferred channels: television, social media or mobile.

However, the latest data makes a strong case for print direct mail. It's clear that social media and mobile marketing are booming, but that doesn't mean that customers aren't responding to direct mail or that it's losing its effectiveness, because it simply isn't.

The reality is that direct mail remains a key ingredient for advertising. So the next time someone tells you that direct mail is a thing of the past, remember this:

1. Direct mail does not require opt-in

Unlike email and text messages, you don't need to get the recipient's permission to send direct mail. This means you can contact a customer even if they're not subscribed to your mailing list or have unsubscribed (which is why it's a good idea to also get the mailing address of the contacts on your email list).

2. Direct mail never ends up in the spam folder

"Okay, they might be leaked by third parties," says Roger Buck, former director of marketing and new product development at The Flesh Company, "but they have a higher chance of success, and they don’t contain viruses."

3. Direct mail continues to have an effect long after it reaches its recipient

It's similar to placing advertisements on the refrigerators of your clients. Andre Palko, president of Technifold in the United States, adds, "Many people have told us they've had our ads on their desks for months." "They were in our thoughts until they were prepared to act, even if they didn't do so immediately. Email simply cannot provide that permanency or attention-grabbing quality.

4. It remains effective even when the initial recipient has moved

"If you email someone who is no longer employed by a corporation, they will reply to you. If you send a postcard, the person who now occupies the position will see it and you will have served as an introduction," Palko adds.

5. Direct mail doesn't have to compete for the recipient's attention

Email is an effective tool, but it can be overwhelming for your target audience.This figure is expected to rise to 141 in 2018.

According to Larry Bradley, owner of Proforma Sunbelt Graphics, "The overwhelming volume of emails received at work is a real obstacle for email marketers, as it is difficult to distinguish between spam and legitimate emails. The result is that a high percentage of emails sent to businesses go unread. On the other hand, no one receives the same amount of direct mail services as they did a decade ago, which is a unique advantage of direct mail."

6. Certain offers do not have an email hook

There's a reason a business is much more likely to receive a loan offer via mail than via email. Business-to-business decision makers trust direct mail more than electronic mail, especially when it comes to high-value products and services. Additionally, a wide range of trust-building content can be included in direct mail, something that email cannot (or should not) do. Sure, you can send links, but with direct mail, that content is immediately presented to the reader in a tangible way.

7. Direct mail can reach high-level decision-makers

How do you make an email look important? Aside from a compelling subject line, any other method is gimmicky. Direct mail advertising offers alternatives that, given their nature, manage to bypass the filters: kits, 3-D advertising, creative presentation... Palko has used everything from metallic envelopes to lunch bags, packing list sleeves and medicine bottles to send letters. According to him, "They are not only fun, they also get the mail opened." Although this type of advertising can be more expensive, it also achieves opening rates of up to 100%. When the goal is to get the mail to the command posts, this is invaluable.

8. Direct mail boosts online and social media marketing

It is often believed that with social media and mobile marketing in place, direct mail is no longer necessary. But it fails to consider how direct mail leads originate in the first place, and often through print mail. Saying that mobile and social media are the only channels needed is like suggesting that when buying a house, a foundation isn't necessary. Without print, it's much harder to make contacts online.

Don't let digital marketing experts steal your customers with false premises. Establish a dialogue about the advantages of direct mail versus digital and when it is appropriate to use one or the other. Take the initiative and let your direct mail demonstrate all it can do.

Tymur Levitin - Teacher of the Department of Translation. Professional certified translator with experience in translating and teaching English and German.