Direct Mail is Dramatically Losing to Email

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A few months ago I read a report that predicted direct mail would be the next traditional medium to fall by the wayside, at a much quicker pace than what is happening to newspapers.

Now a new study is out that bolsters that prediction.

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Consumers moved online and that’s what hurt newspapers, now consumers are telling us they prefer to opt-in for an email communication by three-to-one over anything else, especially direct mail.   Since the ROI is generally much stronger with email than direct mail it’s not going to take long for marketers to move dollars.

Because we work with brands and their dealer channels I see a lot of opportunity to leverage what most brands already have, a functional email program.

What’s missing is connecting an already existing email program to the dealers so the outgoing messages are co-branded with dealer and brand.

The real advantage to a brand is that they can utilize the dealers site, microsite or Google landing page to capture consumer names.  As long as the dealer is protected in the email (no links back to a site where a consumer can find another dealer) the dealers love it too.  In fact, dealers are at a loss when it comes to email programs and welcome any assistance a brand can give them.

Times are changing.

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