Question
How does direct mail compare to email marketing?
Answer
They play different roles. Mail wins on attention and depth, email wins on speed and cost per send. The strongest programs run both together.
| Metric | Direct mail | |
|---|---|---|
| Open / handled rate | ~90% | 20% to 25% |
| Response rate | 5x to 9x higher | Baseline |
| Brand recall | ~75% stronger | Lower |
| Speed | Slower | Near-instant |
| Cost per send | Higher | Fractions of a cent |
Match the channel to the goal, and combine them when you want both reach and impact.
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