Is Direct Mail Better Than Email? The Numbers Compared
Yes – on nearly every measure surveyed, direct mail beats email: 63% of people take a marketing message more seriously when it arrives by post (against 18% for email), 57% feel more valued by mail (against 17%), and 55% form a better impression of the company (against 25%). With technology advancing so fast it’s easy to assume everything digital is the only way forward – but you have to consider what your customers actually prefer to receive, and the research says it isn’t what most businesses assume. Get a direct mail quote quickly here >
| Measure (Royal Mail survey, 2013) | Direct Mail | |
|---|---|---|
| Take the marketing message seriously | 63% | 18% |
| Feel valued by the company | 57% | 17% |
| Better impression of the company | 55% | 25% |
What Did the Royal Mail Surveys Find?
Businesses commonly assume their audience wants marketing emails, but a survey carried out by Royal Mail in 2013 found otherwise: 63% of people said they’re more likely to take a marketing message seriously when it’s delivered via direct mail, compared to just 18% who favoured email. Feeling valued matters too – responders said they valued something more when they could see and touch it rather than only see it on a screen, and 57% said direct mail makes them feel more valued, against only 17% for email. How your marketing arrives shapes how your company appears: asked which method gave a better impression of the company, 55% said direct mail versus 25% for email – an impression that affects whether the customer wants to keep building a relationship with your business.
Direct Mail Drives Digital Activity Too
A more recent Royal Mail survey found that far from competing with digital, direct mail powers it: as a result of receiving direct mail, 92% of people were driven to engage in online activity, 87% were influenced to make online purchases, and 54% engaged on social media. And the two channels are strongest together – 51% of people said they prefer receiving both direct mail and email, and combined campaigns saw 13% more people visit the advertised site, 21% make a bigger purchase, and 35% more respond to coupons or vouchers.
5 Reasons Direct Mail Outperforms Email
- It’s targeted – You choose exactly who receives your mail and when it’s sent.
- It’s accountable – Direct mail lets you track your campaign’s success precisely.
- It’s integrated – Mail combines easily with web, email and social media to create a winning multi-channel campaign.
- It’s tangible – Direct mail comes in all shapes and sizes; the possibilities are endless for creating a piece that makes a lasting physical impression.
- It’s personal – With direct mail you address customers by name, and the personal touch of physical mail makes a huge impact compared to the synthetic, methodical appearance of an email. Modern data and print technology means every piece can be uniquely customised to its recipient.
Direct Mail Still Has the Edge
Digital technology may dominate, but direct mail plays a part digital can’t: creating emotional and physical responses a screen simply cannot replicate. As the numbers show, direct mail is very much relevant to today’s marketing – and at its best it makes your digital channels work harder too, rather than replacing them. If you’d like to discuss direct mail, postcards, Christmas cards or letters, we’re here to help and aim to reply within minutes: contact sales@thedirectmailcompany.co.uk, call 0333 038 3797, ask about our bulk postage rates – guaranteed cheaper than stamps and franking, making us a great alternative to Royal Mail for letters – or follow us on Facebook.
Direct Mail vs Email: Frequently Asked Questions
Is direct mail more effective than email marketing?
On the surveyed measures, yes: 63% take mailed messages seriously versus 18% for email, 57% feel more valued by mail versus 17%, and 55% form a better company impression versus 25%.
Does direct mail help online sales?
Strongly. After receiving direct mail, 92% of people engaged in online activity, 87% were influenced to make online purchases and 54% engaged on social media.
Should I use direct mail instead of email, or both?
Both. 51% of people prefer receiving both channels, and combined campaigns delivered 13% more site visits, 21% bigger purchases and 35% more coupon responses.
Why do people respond better to physical mail?
Tangibility – people value what they can see and touch more than what they only see on screen, and a named, physical piece feels personal where email feels synthetic.
Who can run my direct mail alongside my email marketing?
The Direct Mail Company prints, personalises and posts campaigns built to integrate with your digital channels. Email sales@thedirectmailcompany.co.uk or call 0333 038 3797.
