Can Direct Mail Marketing & Online Marketing Really Co-Exist?


“Direct mail is dead, you should invest more in online marketing”.

You may have heard this many times, what are your thoughts?

Direct mail has been around for a long time and it is one of the most powerful tools that many businesses use in order to engage with their customers and spread the word about their products or services. It has better response rate with 4.4% of campaigns receiving a response when delivered through the mail, compared to just 0.12% online.

But with the advancement of technology, although it is being said that direct mail has better response rate, most companies nowadays are still starting to switch to online marketing.

We now have digital and social media marketing, which are undeniably effective. It reaches the target audience fast, in just a click. So, which is which? Is Direct Mail marketing really dead? Should we focus more in online marketing? As the saying goes, two heads are better than one, what if we incorporate the traditional way of marketing to today’s era? Can direct mail marketing and online marketing co-exist?? The answer is a big YES!

It Bridges the gap –

With Direct mail, you can bridge the gap between the digital world and the real one. Reach potential customers who might never heard about you, let’s admit it, not everyone has enough know-how when it comes to technology and doing the traditional way of marketing or sending a direct mail can be the best solution for that.

Combining with Email –

Most businesses are using emails, but are not combining it with their direct mail campaigns. You should start combining those two. You can start sending your customers an email first as this helps build curiosity about your direct mail piece.

And Facebook Ads –

You can match your direct mail data file to Facebook. This will allow you to send targeted ads to your customers or potential clients. They will be able to see ads in their News Feed. Most of your potential clients and customers spend a lot of time browsing Facebook and using these ads can help you to be on top of their mind.

To increase response rates, you should also increase your exposure with your customers and prospects, and by adding a digital component to your direct mail you can increase sales. Take a look at your audience and think about whether direct mail marketing or online marketing could extend your reach. Make your channel open for everyone.

Even though we are now in a digitally-dominated world, direct mail marketing is still an effective and valuable way to reach customers and prospects and with the power of internet marketing you can give it a boost.

Direct Mail Over Email Marketing, Which is more effective?

direct mail marketing & email marketing

With the technology that we have now, many B2C and B2B marketing activities are conducted digitally.

It is truly a cost-effective marketing tactic. No need for envelopes, stamps and do the old way of writing down the address to the envelope.
All you need is just email marketing software. From there, you can contact all the people in your database with just a click of a button. Convenient right?

Despite the power of the internet, would you believe that DIRECT MAIL isn’t dead???

Direct mail is still the best way to reach your audience, grab their attention and connect with them on a more personal level.

What is direct mail marketing?

Direct mail is a type of outbound marketing wherein you send a physical piece of your promotional material or your marketing message delivered directly to your customers through targeted letterbox distribution.

Why direct marketing works?

1. Direct Mail is more personal

You can add that personal touch and address your customers by name. We are more likely to respond to a special offer that is addressed to us properly, right?

2. It provides a high response rate

Direct mail is tangible and it’s difficult for homeowners/residents to ignore something that arrives on their doorstep. 🙂

3. It lasts longer

Direct mail campaign lasts longer. Physical newsletters, catalogues and coupons are more likely to be kept and look at later than those with emails.

4. It is highly targeted

Direct mail uses a more relevant method of targeting compared to those digital techniques. You can send a mail to a specific audience based on postcode, purchase history, interests and many more. You always know who you are sending the mails to and this will help you track your campaign more closely.

5. It is more effective than email

An estimated 94 billion spam emails are sent across the globe every day and most of them are never being read. Email inboxes nowadays are usually bombarded with brand messages that are frequently ignored or deleted within two seconds of receipt. The chances of an email being opened by a user really depend on the subject line.

On the other hand with direct email, when a person opens their mailbox along with their bills and they find a catalogue that is beautifully presented and personalised, it is really attention-grabbing. Since it is tangible it stands out!

Do you need assistance in creating and developing your direct mail campaign this 2019?

Speak to one of our experts at Direct Mail Solutions.

Our Melbourne direct mail specialists can manage every stage of your campaign from sourcing the right customer database to delivering a targeted marketing message to the right market segments.

Why You Should Use Direct Mail Marketing in 2018 

direct mail marketing

By now, I’m sure you’ve made your New Year’s Resolutions. Perhaps you want to run more, expand your social network or pick up a new hobby. But have you considered what your business goals are for 2018? When it comes to the marketing of your business, there are so many different methods you can employ. Well, in this week’s blog, we share why you should make a resolution to use direct mail marketing in 2018.  

1) Too many emails 

Most of us are bombarded by large amounts of emails every day. So how do you expect your marketing message to be fully ingested in an age of inbox overload? It is highly likely that your marketing message, and hence the foundation of your company, is sitting at the bottom of someone’s inbox, where it is more likely to be deleted. While people do throw out physical mail, it is much more likely they will open your marketing message and absorb it as opposed to email.  

2) A personalised message 

The second benefit of direct mail marketing is that it’s more personal. You can be creative and use your sales piece to connect with your customers on a personal level. While someone may be multi-tasking while reading an email marketing message, the first-hand nature of direct mail marketing commands your potential client’s attention. 

For your information, there are many direct mail option depending upon your goals as well as your budgets.

Look at these options: Your Options for Direct Mail Marketing

3) Increased trust  

Direct mail marketing also offers increased trust from your consumers. In our digital age, scams and spam are common. People are thus less likely to trust attachments and links in an email. However, with direct mail letterbox distribution, you can include as much as you want without people seeming skeptical of the information. There is a lot more trust and value placed on physical direct mail.  

At Direct Mail Solutions, we can handle all your direct mail needs, including invoicing, newspaper and magazine subscriptions, gift box and hamper mail-outs, prospectuses and much more.   

Email vs. Direct Mail

One of the most controversial subjects in modern marketing is whether email or direct mail is the best way to reach target audiences. Although colloquially, most people assume that digitisation has taken over and email is king, statistics suggest that although EDM is a popular medium, it doesn’t have the kind of traction that a direct mail campaign can produce. This week, we weigh up the relative pros and cons of each medium.


One of the key advantages that email has over direct mail is that it costs next to nothing to design and send. Marketers can send out millions of emails at a time and even if the response rate is abysmal, the ROI is still economically justifiable due to the negligible costs involved. By contrast, it costs money to develop, print and post direct mail, so marketers need to have an iron clad mailing list to ensure a good rate of return.


This is another area where email trumps direct mail, as it not only takes no time at all to create an EDM and send it off, but the recipient gets the email instantly and can respond within minutes. This agility makes email the perfect medium for market testing. By contrast, direct mail takes time to design, print, and mail, so there is no immediate way of testing out material.


The email environment is overcrowded with spam, and recipients are often so overwhelmed by the amount of email marketing in their inbox that they’ll nix anything that looks remotely like advertising without giving it a second thought. Direct mail on the other hand, is much more likely to be read as it comes in smaller volumes, and it’s immediacy prompts the recipient to glance over it, if only whilst sifting through the mail on the way from the post box to the front door.

Creative potential

Email marketing doesn’t give you a lot of wiggle room in terms of creativity. A catchy image and a short, concise message is about all you can do before the instantaneous accessibility of the EDM wears thin and the reader moves your email into the trash bin. Direct mail on the other hand is a medium where you can flex your creative muscles in terms of colour, images, texture and content. This medium is ideal if you want to explain different aspects of your business to the reader as they are more likely to read through the content.

Direct Mail Solutions is an established direct mail marketing solutions provider based in Melbourne.

Why choosing direct mail marketing over email Will be your key to success

In an age driven by technology, it’s easy to forget that traditional marketing tactics can be just as, if not more, effective at reaching audiences than digital strategies. While it’s possible to target a broad audience through email, the personalised approach of direct mail is often better at engaging interest. Here’s how direct mail marketing could help you gain more business.

Physical mail is engaging

A well-executed direct mail campaign can be extremely beneficial, as it is a great way to engage your audience. Promotional material delivered directly to the mailboxes and doorsteps of your target audience is far more likely to be read than an impersonal email. Customers may even bring catalogues and brochures into your physical store, to be used as a point of reference. When a potential customer has the option to read over marketing material at their own pace, they’re able to consume brand messages more thoroughly and effectively —something direct mail allows businesses to take advantage of.

It’s more approachable

Consumers often feel overwhelmed by the number of emails sitting in their inboxes, which is why so many marketing and subscription emails go unread. Emails containing advertising material will be deleted very quickly, and digital newsletters from businesses are often viewed as spam. Direct mail marketing gives your audience a chance to read your material before dismissing it as junk, and allows you more of an opportunity to show consumers your business is trustworthy and deserving of their time.

It’s extremely flexible

It’s the many facets of direct mail that make it truly appealing. Unlike email, direct mail has the power to be unique, visually stunning and memorable. You may choose to customise your direct mail campaign by including personalised envelopes, free gifts or vouchers, or even link to your digital marketing pages with QR codes or NFC chips. Direct mail provides you with opportunity to captivate new audiences, while also nurturing existing customer relationships.

Direct mail is still as relevant as ever and a strong campaign has the potential to achieve conversions, increase sales and enhance brand presence. Direct Mail Solutions are experts in direct mail marketing, and create custom campaigns from print to distribution.