Blog Post

Why Direct Mail is More Effective than Email

(New York, USA, October 3, 2017) Research from Mohawk Paper.
10 Reasons Direct Mail is More Effective than Email
There are certain questions that are sure to spark a lively conversation. Dogs or cats? Waffles or pancakes? Coca-Cola or Pepsi?
Inside marketing circles, few questions stir as much discussion as the well-established debate over Email versus Direct Mail.
Each has their supporters with unique positions and arguing points. And certainly there is a time and place for both.
But when it comes down to it, which is truly more effective? Let us suggest some talking points that may be surprising and help settle this debate.
1. Direct mail gets delivered.
The delivery rate of direct mail stands at an impressive 98%, while email delivery rates hover around 50%. This is largely due to abandoned email addresses, unreliable list data and spam filters that are becoming more rigid with each passing day. If the email does then make it to the reader’s mailbox, there is a slim chance that it will actually get read in totality.
2. Direct mail does not require an opt-in.
Simply getting an email delivered to your target audience is becoming more difficult and complicated, thanks to evolving anti-spam legislations. In Canada, brands are only allowed to send email to people that have agreed to receive communications.
With direct mail, you don’t need permission before sending and there’s no risk of getting fined.
3. Direct mail stands out.
The average office worker receives 121 business emails a day. Meanwhile, more than 100 personal emails land in the average consumer’s inbox each week. With new filters on most email services — promotional emails are often filtered out of the readers primary mail box.
Compare that to the roughly 16 pieces of physical mail that the average household receives each week, and it’s no wonder why email messages get buried while direct mail stands out.
4. Direct mail gets noticed.
With email, the only real way to grab attention is with an ultra-compelling subject line. That’s about 60 characters of real estate.
Meanwhile, the ways to get noticed with direct mail are limitless. Oversized mailers, personalization, specialty substrates, die-cuts, colored envelopes, embosses, spot varnishes, metallic inks…the list goes on.
5. Direct mail is read.
All any marketer can hope for is that his or her message be given a chance. That’s why it’s a big deal when you’re only competing against a few other messages in the mailbox each day rather than the aforementioned 100+ emails.
The icing on the cake? With direct mail, your message will almost certainly be read. That’s because 98% of American’s check their physical mailboxes every day (USPS), 77% sort through their mail as soon as they receive it (Epsilon), and 79% of mail is read for at least a minute. Compare that with the rather pedestrian email open rates most companies see – around 20% – according to MailChimp’s 2017 benchmark research.
6. Direct mail tells a story.
Need to convey your brand, pitch a product, generate awareness or create an emotional connection? With email, you’re limited to pixels on a screen. Print affords you an almost endless amount of space to tell your story. From double-sided postcards to cleverly designed mailers and multi-page brochures – you’re limited only by your imagination. Creative design elements alone account for up to 25% of enhanced response to direct mail.
7. Direct mail sticks around longer.
If you’re like most, your sorted mail probably sits on the kitchen island or coffee table for. In fact, people tend to keep direct mail for an average of 17 days, whereas the lifespan of an email is just 2 seconds. The longer the lifespan, the longer your advertising time – strengthening the chance your recipient will engage.
8. Direct mail has higher response rates.
When it comes to actually generating action, direct mail substantially outperforms email. According to the Data & Digital Marketing Association Response Rate Report; direct mail outperforms all digital channels — combined — by nearly 600%.
The Data & Marketing Association (DMA) found email to achieve a 3.7% response rate with house lists and a 1.0% response rate with prospect lists. Compare that to the 0.1% response rate email achieves for both house and prospect lists.
9. Direct mail is viewed as more trustworthy.
The DMA also found that 56% of consumers believe printed marketing to be the “most trustworthy” of media channels. This isn’t surprising, as email marketing has the perception of being ‘informal’ and ‘spammy’. Besides, you can’t get a virus or malware from opening printed direct mail.
10. Consumers prefer direct mail.
Consumers are finding physical mail to be a welcome retreat from the avalanche of emails they are constantly buried beneath. Supporting this belief is an Epsilon survey, which found nearly 3 in 5 American consumers said they enjoy receiving postal mail from brands about new products, compared to just 43% who said the same about email. (Source: Mohawk Connects)

Leave a Reply

Your email address will not be published. Required fields are marked *

Related Posts

paper_punch_2
Print and Paper Packs a Punch in a Digital World

(USA, Oct. 03, 2017) The results of an international survey by Two Sides provides

iba_logo
Brazil’s Forest Products Sector Revenue from Exports of Pulp, Paper and Wood Panels Up 10.9% in First Ten Months 2017

(Brazil, Dec. 1, 2017) The Brazilian Tree Industry (Ibá) reported that from January through

print_generic
Print and Paper Packs a Punch in a Digital World

(Washington DC, USA, Oct. 3, 2017) In June 2017, a survey of over 10,700

wood_fiber
Wood Fiber Costs for U.S. Pulp Mills Decreased During 2016 and Early 2017

(Seattle, USA, July 10, 2017) “Volatile” could best describe many of the North American

print_generic
Link: The Most Stunning Printing Trends We’ve Seen in 2017

(USA, July 5, 2017) I’ve had the worst luck with printers. I’ve owned a

pulp wood
The Global Forest Industry in the 1Q/2017

(Seattle, USA, June 12, 2017) Global Pulpwood Prices: • The Global Softwood Fiber

ebbok_realBook
Link / UK: real book sales surge as ebooks slow down

(London, May 2017) The digital revolution was expected to kill traditional publishing. But print

pelita
Link: Indonesia’s PT TEL to replace acacia with eucalyptus pellita

(Singapore, May 19, 2017) Indonesian market pulp producer PT Tanjung Enim Lestari (PT TEL)

india_newspapers
Print media in India growing … despite digital news

(Mumbai, India, May 09, 2017) Contrary to trends in the developed world where print

myths_facts
The truth about print and paper

(Canada, April 14, 2017) There are so many claims and falsehoods swirling around the

finnpulp
Finnpulp granted environmental permit; first intelligent bioproduct plant in the world

(Helsinki, March 31, 2017) The Regional State Administrative Agency has granted the environmental permit

sunscreen
Link: Waste from paper-making could create a stronger sunscreen

(Canada, March 03, 2017) Sunscreen’s UV-blocking power could get a major boost from the

VTT_research
New use for paper industry’s sludge and fly ash; can replace up to 50% of oil-based polypropylene

(Helsinki, Finland, March 08, 2017) VTT Technical Research Centre of Finland examined, as part

print_vs_ebook_generic
Link: A case for print vs. digital; “replicating print in a digital device not so easy”

(USA, December 2016) In digital journalists Roger Fidler’s vision of the future, news and

processum_generic
Swedish Processum to lead major nanocellulose project; will develop new applications on a large scale

(Stockholm, Sweden, Feb. 09, 2017) Processum announced the start of an SEK 8 million

kaiCell_bioFuture
KaiCell Fibers has entered the full Feasibility Study stage for planned bio-product pulp mill in Finland

(Helsinki, Jan. 26, 2017) Finland’s KaiCell Fibers has entered the full Feasibility Study stage,

logs_generic
FNFC signs MOU with Canadian pulp, paper companies

(Canada, Jan. 27, 2017) According to Pulp & Paper Canada, the First Nations Forestry

print_vs_ebook_generic
Link: Science Says You Should Still Keep Reading Print Books Over e-Books

(Washington DC, USA, January 2017) According to a recent article on the Good website,

CNF
Nippon Paper to build a demonstration plant for CNF-reinforced resin

(Tokyo, Japan, Jan 05, 2017) Nippon Paper Industries (NPI) to build a demonstration plant

euca_seedling
ArborGen and International Paper Brazil expand eucalyptus sales and development agreement

(Brazil, Jan. 4, 2017) ArborGen, a world leader in the development and commercialization of

lumber
WRI estimates global demand for lumber to increase 13.6 per cent; in contrast to general world trade

(Seattle, USA, Dec. 13, 2016) Wood Resources International (WRI) estimates that the increase of

ravonier_ligno
Rayonier Advanced Materials and Borregaard gain approvals for $135 million LignoTech JV

(USA, Dec. 9, 2016) Borregaard ASA and Rayonier Advanced Materials Inc. announced today the

biomass
Link: China to boost biomass-based energy production through 2020

(Morden, Surrey, UK, Dec 06, 2016) China plans to increase the share of biomass-based

shipments
Brazil’s export volumes of pulp, paper and wood panels up sharply thru October 2016

(Sao Paulo, Brazil, Dec. 2, 2016) The export volume of products from the Brazilian

bioash
Pulp firm Södra helps to close ecosystem by returning nutrients to forest via bio-ash

(Stockholm, Sweden, Dec. 1, 2016) Södra said that it has developed a bio-ash that

alpac
Hokuetsu Kishu collaborates with Government of Alberta to develop cellulose nanocrystals for commercial applications

(Boyle, AB, Canada, Nov. 24, 2016) Hokuetsu Kishu Paper Inc. (HKP) is preparing to

nanofiber
Oji Holdings successfully develops new AUROVISCO celluose nano-fiber for thickner; to launch in April 2017

(Tokyo, Nov. 18, 2016) Oji Holdings Corporation (Oji) announces to succeed in a development

wood_fiber
North American Wood Fiber Prices Continued Downward Trend thru 3Q 2016

(Seattle, USA, Nov. 22, 2016) Prices for wood fiber consumed by the pulp industry

St1_gothenburg
Finnish bioethanol producer plans to build 50 million liter facility at UPM Pietarsaari

(Nov. 15, 2016) St1’s and SOK’s joint venture NEB plans 50-million-litre Cellunolix® bioethanol plant

efl_lignin
R&D: ‘Nuisance’ polymer becomes biomass breakthrough

(Switzerland, Oct. 24, 2016) A team of scientists at Swiss research institution École Polytechnique

afpa
Link: Is this a forest product?

(Washington DC, USA, Oct 16, 2016) Sometimes it can be easy to tell if

biobased
Researchers make breakthrough in biobased materials

(Pullman, Wash., Sept. 28, 2016) Washington State University researchers have developed a way to

print_paper
Link: ‘Majority of print is still on paper,’ says Indian paper executive

(Mumbai, India, Oct 17, 2016) 'Majority of print is still on paper,' says Mr.

inkjet
Link: A Look at Some of the Issues Surrounding Production Inkjet Printing Paper Quality

(USA, Oct 07, 2016) Prior to its grand coming out party in 2015, the

export
Brazil’s Export of Pulp, Wood Panels and Paper Continued to Grow thru August

(Sao Paulo, Brazil, Oct. 5, 2016) The drop in domestic consumption drove the planted

GP_lumber
Georgia-Pacific completes $40 million expansion at its Arkansas facility

(USA, Sept. 22, 2016) The project expands the production capacity of the lumber mill

crane
Crane Currency to Build Banknote Printing Facility in Malta

(Tumba, Sweden, Sept. 21, 2016) Crane Currency today announced plans to build a new

plantation
Link: JK Paper plans to increase plantation in Myanmar

(Chennai, India, Sept. 26, 2016) JK Paper is exploring the possibility of enhancing forest

gumtree
Researchers study Aussie gum trees for jet fuel

(Canberra, Australia, 19 September 2016) Scientists are a step closer to using Australia’s iconic

cellulose
‘A Cellulose-Based Society’ generates three new research projects

(Stockholm, Sweden, 19 September 2016) The ‘Cellulose Fibre materials’, ‘Cellulose for the Future’ and

iphone
“Recently”: A popular new iPhone photo app exemplifies the social value of print and paper

(Washington DC, USA, Sept. 12, 2016) Phil Riebel of Two Sides interviewed Scott Valins,

france_ban
Link: France bans the use of plastic crockery and cutlery to aid battle against climate change

(London, 18 September 2016) Plastic crockery and cutlery is to be banned in France

vtt
VTT Researchers Use Nature’s Own Solvents for Preparation of Pure Lignin

(Helsinki, Finland, Sept. 15, 2016) Lignin can now be efficiently and cost-effectively separated from

bioethanol
Borregaard to invest in its bioethanol plant in Norway

(Norway, Sept. 15, 2016) Borregaard is one of 14 European companies participating in a

print
Link: Print Is Not Dead, Says Science

(USA, September 15, 2016) Despite a rise in e-reading, and years of print doomsday

upm_biofore
R&D: Growing cells in nanocellulose; paper firm UPM delights biomedical researchers with GrowDex nanocellulose gel

(Helsinki, Finland, 29 August 2016) UPM delights biomedical researchers with GrowDex nanocellulose gel. The

woodchips
Report: Globally Traded Hardwood Chip Prices Fell to Record Low in May 2016, While Softwood Chip Prices Moved Up

(Seattle, USA, August 03, 2016) The general price trend for hardwood chip traded overseas

Lignocellulosic Sugars and Lignin Flasks
U.S. Department of Energy seeks information on existing capabilities to produce cellulosic sugar and lignin

(Washington DC, July 26, 2016) The U.S. Department of Energy (DOE) seeks input from

softwood
Softwood price index at its lowest level since 2006

(Seattle, USA, June 15, 2016) Wood costs for the pulp industry have been falling

lumber
Global softwood lumber trade reached an all-time high in 2015

(Seattle, USA, June 23, 2016) Global softwood lumber trade reached an all-time high in

softwood
Softwood price index at its lowest level since 2006

(Seattle, USA, June 15, 2016) Wood costs for the pulp industry have been falling

lumber
Global softwood lumber trade reached an all-time high in 2015

(Seattle, USA, June 23, 2016) Global softwood lumber trade reached an all-time high in

Loading...