Email marketing lets you reach more people at a low cost, while direct mail delivers tangible and memorable pieces. Instead of only comparing direct mail vs email, consider using both to improve engagement.
According to DemandSage, 59% of consumers say marketing emails have influenced their purchase decisions. That means your inbox messages still drive buying behavior. However, they also compete with hundreds of other emails every day.
Comparing email marketing vs direct mail and knowing how to pair them can help your brand build lasting relationships.
Email marketing involves sending messages via electronic mail. Direct mail, on the other hand, refers to physical pieces like postcards and brochures delivered to mailboxes.
When using email, you won't pay for printing or postage. Direct mail may have a higher upfront cost due to the following:
However, the returns will be impressive if you have precise targeting and testing.
With direct mail, you're more likely to evoke an emotional effect, which makes your message more memorable. Combining your emails with direct mailers ensures your emails don't feel spammy.
No. Direct mail is evolving, and many small business owners are using it to outsmart their competitors. While inboxes are flooded with endless emails, a well-designed postcard or letter stands out.
Instead of seeing direct mail as old-fashioned, think of it as a strategic advantage. Use it to reach prospects who ignore online ads. You can also send mailers to re-engage past customers in a personalized way.
Layering emails and direct mail can be a smart way to engage your audience online and offline. Still, you must be strategic to ensure consumers feel interested in what you're offering.
Direct mail campaigns are great for grabbing attention in a crowded market. The tangibility of brochures or flyers will also make your message feel more credible.
When designing your direct mail piece, focus on introducing your value proposition early. Show the recipient why they should be interested by using any of the following:
Ensure you also include a clear call to action. Something simple like 'Call now to schedule your free consultation' or 'Scan this QR code to claim your offer' will inform the reader about the action you want them to take.
By starting with direct mail, you give your audience something tangible to connect with. It's the first step in a smart multi-channel marketing approach that blends physical and digital strategies.
Taradel can help you identify the best prospects for your direct mail using the latest data. We also have templates you can use to design a professional copy in just a few minutes.
A few days after sending your mailer, use smart email follow-up tactics to re-engage. Help your recipient connect your business to the physical mail they received earlier.
Reference the mailer in your subject line and body to create a link between the physical and digital experience. You can also use tips such as:
Applying these strategies will help you keep your message top of mind and encourage action. It also makes one contact point work across multiple channels, increasing overall engagement.
After your initial direct mail and email follow-up, don't stop there. Give soft reminders to enhance your campaign without overwhelming your audience. Some digital marketing methods you can use are:
You can also send a second direct mail piece, such as a postcard with a special coupon or a reminder of your services. Ensure that your messages feel familiar but not repetitive. Each interaction should help you build trust with potential customers or existing ones.
Blending digital marketing and direct mail in a sequence gives your audience the choice to engage on their preferred platform.
Tracking the performance of your marketing campaigns will help you improve them. Test different approaches and adjust based on results.
Use tools like URLs and QR codes to determine how your audience is interacting with your mailers or emails. Additionally, test different offers or subject lines to identify which ones drive the best responses.
Managing email and direct mail campaigns doesn't have to be stressful for your small business. Taradel makes it easy to design, launch, and track multi-channel marketing campaigns. You don't need to juggle separate vendors for mail and email.
Design your direct mail campaigns using our templates or create one from scratch. Automate your email follow-up within the same system. You can then tie them together with tracking and reporting.
The best strategy is to create a rhythm that balances exposure with respect. Start with direct mail, follow up with email after two to four days, and then alternate or layer in digital ads.
Instead of bombarding your audience with messages, try to keep in touch with them three to five times in 30 days.
Not every customer responds the same way, so you may sometimes need to focus on one method for specific recipients. Look at your audience's habits and past engagement.
If some prospects rarely open emails, a physical mailer may work better. You can also test both methods on small groups of people to see which performs best.
When comparing email marketing vs direct mail, you'll discover it's often better to combine the two. Use direct mail to grab attention and create an emotional connection. Afterward, develop a smart follow-up sequence that helps you enjoy the benefits of both channels.
With Taradel, you can build and track multi-channel campaigns from a single platform. Mapfire will help you start finding new customers in less than three minutes, ensuring you deliver your message where it matters. Plan your marketing campaign and build your business with confidence.