We live in a very short attention span world and because of that, there is a real difference between direct mail & email.
Most Americans — a whopping 98 percent — check their mailbox every single day, whereas 39 percent will check their inbox every one to three days.
On average, people will only spend between 15 and 20 seconds reading a marketing email. It’s no wonder why there is so much emphasis on creating the perfect subject line to try to draw them in. Not so easy when all you have is 23 characters.
However, the bottom line difference between direct mail & email is that people spend a lot more time reading direct mail marketing. In fact, on average, people spend about 30 minutes per day reading through their direct mail.
Plus, because people actually read direct mail, you don’t have to worry about catching their attention with a single subject line or for just 15 seconds as you would with email marketing. Your customers & prospects are actually reading what you are sending them, so don’t be afraid to include plenty of information.
Direct mail marketing is an incredibly powerful marketing tool, but in order to get the biggest return on your investment, your mail piece has to stand out and be noticed…and you have to reach the right people at the right time!