That’s a tough question. The best answer is both. By using both email and direct mail together, the introduction of your new product is sure to be seen by all on your list either in the mail or the inbox.
If you must choose only one, here are some statistics to consider. According to Pingdom, almost 69% of all email messages are spam. Of the 3.3 billion email accounts worldwide, 75% are registered to consumers and 25% to businesses.
Contrast this with these direct mail statistics. According to the most recently-published study results, 85% of direct mail is at least skimmed before being discarded or saved.
Direct mail marketing read and response rates have been on the rise for the past ten years. One of the main reasons a person doesn’t read a direct mail piece is because of the volume received in a day. Since the amount of direct mail has decreased over the last decade, the average number of households reading their mail has increased. The study results also indicate that about 35% of people say they will respond to a direct mail piece at some point.