A more scientific explanation of why direct mail is dearer to people than e-mail is the sensory perception of people. A direct mail uses three of the four senses of a person i.e. visual, verbal, listening and touching where as e-mail does not use sense of listening and touching. This can be achieved by adding appealing graphics, text reading ability and streaming audio to the e-mail.
Direct mail has a personal feel attached to it, one of the reasons why people prefer mail greetings over an electronic greeting. It takes time to personalize a direct mail where as an e-mail is instant and the fate of e-mail is also instant i.e. immediate deletion.
E-mail is the cheapest method of communicating available as of this date. The advantage with email is that you can send email to many people at the same time just with the click of a mouse where as in the case of direct mails one has to go through putting letters in envelopes for each and every person, make different address labels, mail it and also have to bear the cost of mailing. Time is money and e-mail marketing saves a lot of time.
The statistics show that direct mail has not died and in fact the volume has grown by leaps and bounds in past few decades. The answer is simple, use email to contact only those people who you know and use direct mail for the people who don’t know you.
It was not too long ago that most people had no internet leave alone e-mail address. Internet gave birth to electronic mail popularly known as e-mail. In the beginning e-mail was only used as another means of communicating with other people for personal or business related matters.
When you are marketing through e-mail you go to make sure that you are e-mailing the right person otherwise the e-mail would end up going to junk folder. It is not as easy to block direct mail as junk e-mail and secondly the process of blocking mails itself is not automated like e-mail. Due to all these people have developed a negative perception about e-mail marketing and they simply delete or spam the e-mail if they do not identify it as their regular e-mail.
Snail mail has a potential of going through the hands of gatekeepers and administrative assistants before actually going to their boss which can end up being thrown in trash. The survival chances are rare unless its subject is business oriented and has some important information. E-mail wins in this regard, as it reaches directly the person to which it is intended to go, after that its fate is left to the person whether to read or send it to spam folder.