The modern inbox is more crowded than it has ever been. With the average professional receiving over one hundred emails every day, digital messages are easily overlooked, deleted, or sent straight to the spam folder. Savvy marketers are realizing that digital channels can no longer carry the weight of a brand's outreach alone. By pairing email marketing with the physical presence of direct mail, businesses can cut through the digital noise and establish a memorable connection with their audience.
TL;DR
- Combining direct mail with digital campaigns increases website visits by 68% (1).
- Adding physical mailers to an email campaign can boost purchases by up to 24% (2).
- Physical mail requires 21% less cognitive effort to process, which creates stronger brand recall and motivation (3).
- Email provides immediate digital tracking, while direct mail provides a lasting physical reminder as 60% of Canadians display mail advertising in their homes (1).
- Integrating physical and digital assets under one strategy ensures your audience is reached on their preferred medium.
Digital ads and emails flash across a screen for a few seconds before disappearing forever. In contrast, physical mail occupies space in the physical world. Research from Canada Post indicates that direct mail requires 21% less cognitive effort to process than digital media (3). This means consumers find physical messages easier to understand and far more memorable.
When a consumer receives a beautifully printed postcard, it often sits on a kitchen counter or a desk. This creates multiple visual impressions over several days. In fact, data shows that 60% of Canadians display mail advertising in their homes (1). When you follow up that physical touchpoint with a timely email, your digital message enters an inbox where the recipient already recognizes your brand name.
Real World Evidence: The Power of Sequencing
Integrating your digital and physical advertising does not mean launching them blindly at the exact same time. Neuroscience research from Canada Post reveals that media sequencing plays a massive role in consumer behavior.
According to their connectivity study, when a consumer is exposed to an email first and receives a direct mail follow up, brand recall peaks (4). This specific sequence outperforms alternative single and integrated media sequences by 40% (4). The initial digital touchpoint primes the brain, while the physical touchpoint solidifies the message.
This pattern is mirrored in United States Postal Service data, which highlights that omnichannel campaigns combining mail and digital channels yield significantly higher response rates than digital alone (5). Whether you are retargeting website visitors with a physical postcard or sending a digital follow up to a direct mail drop, the sequence is what drives the action.
Best Practices: Singing from the Same Song Sheet
To get the most out of your omnichannel mail marketing, your marketing channels must work in perfect harmony. When your print and digital assets are aligned, you build trust and make it easy for customers to convert.
- Consistent Visual Identity: Ensure that your color schemes, logos, messaging, and promotional offers are identical across both your printed flyers and your email campaigns.
- Contextual Personalization: Use direct mail to drive traffic to custom landing pages via QR codes, then use automated email flows to target those who scanned but did not purchase.
- Unified Data Lists: Keep your email database and physical mailing list aligned so that you are targeting the same households across different touchpoints.
- Acknowledge Preferred Mediums: Some consumers are quick to click an email link, while others prefer having a physical voucher in their hands. Combining both ensures you meet every customer where they are most comfortable.
Driving Action and Boosting Total Sales
The combination of digital and physical marketing does more than just increase brand awareness, it directly impacts the bottom line. A study published by the Harvard Business Review found that adding direct mail catalogs to an email marketing campaign led to a 24% increase in purchases compared to relying on email marketing alone (2).
This revenue lift happens because different consumers interact with media in different ways. Some individuals are highly responsive to an immediate link in an email, while others prefer the tangible experience of reviewing a printed offer before making a purchase decision. When physical and digital assets work together, you create multiple pathways to purchase, ensuring your business meets your audience exactly where they prefer to shop.
Direct Response Media Group, DRMG, is Canada’s leading direct mail marketing company. We specialize in producing data driven, high conversion print products that help businesses across North America scale their customer acquisition programs. By integrating data analytics with precision geographic and demographic profiling, we deliver targeted messaging directly to the doorsteps of your highest value consumers.
Ready to strengthen your Omnichannel marketing mix with Direct Mail? Book your free strategy call today!
References
(1) Canada Post. "Smartmail Marketing Customer Guide." Canada Post. https://www.canadapost-postescanada.ca/cpc/doc/en/support/customer-guide/smartmail-marketing.pdf
(2) Harvard Business Review. "Why Direct Mail Is Booming in a Digital World." Harvard Business Review. https://hbr.org/2022/10/why-direct-mail-is-booming-in-a-digital-world
(3) True Impact & Canada Post. "Canada Post Neuroscience Research Into the Power of Direct Mail." True Impact. https://www.trueimpact.ca/post/canada-post-neuroscience-research-into-the-power-of-direct-mail
(4) Canada Post. "Connecting for Action." Canada Post. https://www.canadapost-postescanada.ca/cpc/doc/en/business/partner/160043Q-smm-connectivity-wp-digital.pdf
(5) United States Postal Service. "The Eagle Magazine." USPS. https://about.usps.com/resources/eaglemag/em20230131.pdf
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