Direct Mail vs Email Marketing: When to Use Which and Why

As a marketing business, one of the questions we hear is, “Should I focus on direct mail or email marketing?” It’s a great question, because both channels have been around for decades and both continue to deliver results. While both are forms of marketing, they work very differently—and knowing how to use them strategically can make all the difference in your campaigns.

Direct mail is the tried-and-true method of sending physical pieces—postcards, catalogs, letters—straight into a customer’s hands. Email marketing is a fast alternative that delivers messages instantly to an inbox. At first glance, one seems traditional and the other modern, and it seems as though it's direct mail vs email marketing. However, today’s smartest marketers aren’t asking which is better, but how they can work together.

Many businesses debate direct mail vs email marketing and which is a better fit for their needs.

Why the Direct Mail vs Email Marketing Debate Still Matters

With inboxes more crowded than ever, it’s easy to understand why physical mail has started to feel fresh again. On average, a person now receives over 120 emails every day, compared to an uncluttered mailbox. At the same time, email has an advantage due to speed and scale. Both channels give you a direct line to your audience, but they deliver very different experiences.

When we look at the data, the story becomes clearer. Direct mail has an open rate of 80 – 90%, where email has 20-30%.  That’s because physical mail is harder to ignore and usually gets opened. However, email campaigns may often be cheaper compared to the price of direct mail production and postage.

Strengths and Weaknesses of Each Channel

Direct mail has the advantage of tangibility. When someone holds a piece of printed material in their hands, it feels more personal and more credible. Printed campaigns are memorable, can include creative formats, and often work well for high-value audiences and specific demographics. The tradeoff is higher production costs, longer timelines, and less flexibility for quick adjustments.

Email, by contrast, is all about speed. You can launch a campaign in minutes, test multiple variations, automate entire sequences, and track performance down to the click. It’s cost-effective, scalable, and integrates seamlessly with other digital strategies. The challenge? Standing out in a crowded inbox, avoiding spam filters, and keeping up with evolving privacy regulations.

How to Decide Which Channel to Use

From our perspective, the best channel depends on your goals, your audience, and your resources. If you’re targeting a high-value client in a regulated industry like healthcare or financial services, direct mail can deliver the credibility and personal touch that email can’t. If you’re running a flash sale or need to communicate urgent updates, email may be the faster, more efficient choice.

Why We Recommend Using Both

The truth is that most successful campaigns don’t choose between direct mail and email - they use both. Customers who interact across multiple channels spend 30% more on average than whose who interact with just a single channel.  

For example, you might announce a new product launch by email, then follow up with a postcard that arrives in the mailbox a few days later. Another option is to send a mailer with a QR code that leads directly to your website, followed by an email reminder to complete a purchase.

Our Takeaway for Clients

At our Milestone Marketing Solutions, we don’t view direct mail and email marketing as competing options. Instead, we see them as complementary tools that work best in tandem. Our team is here to assist you with your marketing needs. We would love to speak with you to learn more about how we may be able to assist in creating multi-channel campaigns that produce superior results. Contact us and we will respond as soon as possible.