How does direct mail compare to email marketing in terms of ROI?

When planning marketing campaigns, businesses often ask how direct mail compares to email marketing in terms of ROI.

While the question is understandable, direct mail and email aren’t necessarily competing channels. In many cases, they work best together. Both help businesses reach customers directly, but they offer different strengths in terms of engagement, visibility and customer experience.

For organisations looking to maximise marketing performance, combining the two often delivers greater value than relying on either channel alone.

Different channels, different strengths

Email marketing offers speed, flexibility and scalability. Messages can be created and distributed quickly, making email ideal for time-sensitive communications, updates and automated customer journeys.

Direct mail campaigns provide a physical experience that digital channels can’t replicate. A printed piece arrives in the recipient’s hands, creating a tangible interaction that often feels more personal and memorable.

According to JICMAIL’s 2025 Response Rate Tracker, personalised direct mail campaigns achieve an average ROI of £9, alongside a 7.2 per cent average response rate. This supports the value of direct mail for engaging existing customers and driving measurable returns.

Rather than replacing one another, the two channels serve different purposes within the customer journey.

Differences in engagement

How people engage with direct mail and email can vary significantly. Emails compete for attention in busy inboxes filled with work messages, newsletters and promotions. Recipients often make quick decisions about whether to open, save or delete a message.

Direct mail encourages a different type of interaction. Recipients can hold, browse and revisit the material, often spending more time with the content. This physical engagement can help reinforce a brand’s message and create a more lasting impression.

The most effective channel often depends on the audience, objective and context of the campaign.

Visibility and customer attention

Visibility is another difference. Email provides immediate delivery, but messages can easily be overlooked among dozens of others. Direct mail enters a less crowded environment and maintains a physical presence long after it arrives.

Some advantages of direct mail visibility include:

Physical presence in the home or workplace
Greater opportunity to capture attention
Longer lifespan than many digital messages
Potential for multiple views over time

Email remains valuable due to its convenience and accessibility, while direct mail offers a level of visibility that digital communications may struggle to achieve.

Different response behaviours

Customers also tend to respond differently depending on the channel.

Email often supports quick actions such as clicking a link, registering for an event or making an online purchase. It can be particularly effective when businesses want to communicate rapidly or nurture prospects through a series of touchpoints.

Direct mail may encourage recipients to spend more time considering a message before taking action. Whether that’s visiting a website, scanning a QR code or contacting a business directly, the journey often feels more deliberate.

JICMAIL found that cold direct mail response rates grew by 24 per cent in 2024, highlighting its continued ability to generate customer action and support acquisition campaigns.

Why multi-channel campaigns work

For many brands, the strongest results come from using direct mail and email together.

A direct mail piece can introduce a campaign, while follow-up emails provide reminders and additional information. Equally, email can reinforce messages customers have already received through the post.

Combining both channels can help businesses:

Increase message consistency
Reach customers through multiple touchpoints
Improve brand recognition
Support different stages of the customer journey

Direct mail and email work better together

While ROI will vary depending on audience, objectives and execution, industry data shows that direct mail continues to deliver strong returns, with warm direct mail generating an average ROI of £9.

Rather than choosing between direct mail and email, many businesses achieve the best results by using both channels together as part of a coordinated marketing strategy.

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