- • Email can be designated by the intended recipient as spam and blocked from the inbox. A direct mail piece does get into the mail box. And because it is tangible, some part of the mail piece will be seen, even if it is quickly discarded.
- • Mail that arrives regularly may be more welcome than email. Prospects unsubscribe from email faster than they request to be removed from mailing lists.
- • If someone turns in change-of-address orders to the USPS, that information is made available to mailers. Email service providers do not provide similar update services for email addresses.
- • Prospects may be skeptical of email messages. By contrast, mail is a familiar medium whose contents are likely to be seen as reliable.
When dealing with a customer or prospect that has been having success with email marketing, it may help to explain that the best response rates are the result of integrating direct mail with other marketing channels. Using email and direct mail together produces the greatest overall impact because the direct mail piece can drive traffic to a website, and email reminders of an offer or an impending deadline for action can extend the life of a direct mail piece.