Why Direct Mail Outperforms Email in Customer Engagement
Summary
Email is powerful, but direct mail does what email can’t—reach nearly 100% of your audience. Drew Sanocki reveals why direct mail wins on open rates, engagement, and ROI, especially when paired with top-performing email campaigns.
Transcript
If you're getting a great return on an email campaign, you know some of our favorites like win back, anti-churn, abandoned cart. Like if these things are working in email, you flip that same creative and same offer to the same segment in direct mail and you're going to get a comparable ROI. It's a one time buyer who hasn't been on the site 60 days, or a five time buyers who spent a thousand.
Whatever the target is like this year, all you're doing is extending the same message to the other 80% that aren't subscribed and opening. So that's why it works better. This is also eye opening when I talk to people who are like email fanatics. Direct mail works better than email. As measured by open rates, engagement rates. You know, there's just the the fact that like 90, 99% of your direct mail will get to the household.