Do you read all your emails thoroughly? We didn’t think so either.

Did you know people spend, on average, only 10 seconds reading brand emails? ¹ That’s barely enough time to read the title.

Now let us ask you this. If you receive something through the mail, how much more likely are you to interact with it?

Studies have shown that a huge 80-90% of direct mail gets read, compared to 20-30% of emails that get opened.²

Direct mail may seem outdated, old-fashioned and long-winded, but it’s time to face facts, it works. So, what’s the key?

Physicality

In a world where consumers are constantly bombarded with marketing emails from every website they’ve ever visited, receiving something physical is a refreshing change. Being able to physically touch direct mail gives a sense of reality that digital methods lack.

After clicking off an email, you very rarely think about it again, whereas direct mail demands a decision. Whether it’s used to doodle on, pinned on the fridge, or left in a pile of other direct mail, it is still in sight and will be revisited repeatedly.

Personalisation

The immersive and personal feel that direct mail fulfilment can bring makes consumers feel seen and heard. Customer data can be used to personalise mail to their specific preferences, for example, sending a running low message on a product they buy regularly. Whilst this is also doable in an email, the chances of it getting lost within the thousands of others they receive are high.

Personalised direct mail is also perceived as more reliable and trustworthy, as emails run the risk of feeling intrusive and people thinking they are just spam.

Originality

Whilst there are still some mailing house services, they are few and far between. As a result, the direct mail marketing services that do still operate stand out. Recipients are far more likely to engage with direct mail than they are to skim read an email. Although initial costs will be higher, this is proven to be a much more effective way to reach consumers and for them to engage with the message.

Aesthetics

Whilst print and mail services may not have the special effects and transitions that email allows, it doesn’t mean it should be boring. To help maximise engagement, mail design should be bold and impactful so it catches readers’ eyes when it comes through the letterbox.

Think colour. Think shapes. Think fonts. Think graphics and images. We’d hate for it to get lost within the rest of the post.

Don’t forget, just because direct mail is physical, it doesn’t mean you can’t take advantage of digital tools too. Adding scannable elements such as QR codes is a great way to ensure mail is kept clear and concise, whilst still giving consumers the option to find out more and get in touch online.

You may be thinking, ‘How good is this for the environment?’ At InterSend we pride ourselves on offering sustainable services for our clients, using eco-friendly and biodegradable materials wherever possible.

Not sure where to start? Get in touch with us to get your direct mail journey started today.

1. https://porchgroupmedia.com/blog/100-compelling-email-statistics-to-inform-your-strategy-in-2023/
2. https://zappost.com/blog/direct-mail/direct-mail-marketing-statistics-2025/