Blog 107 - Direct Mail vs Email Marketing: Which Works Best for UK Businesses?

Direct Mail vs Email Marketing: Which Works Best for UK Businesses?

In the digital age, email marketing is often the default for many UK businesses, but is it really the most effective way to get your message to the right person and the right time?

At first glance, email marketing seems like a no-brainer, it’s fast, cheap, and easy to measure. But with inboxes overflowing and open rates dropping like no tomorrow, emails are more likely to be ignored than engaged with. The average email open rate in the UK is just 18–25%, and click-through rates are even lower.

Now let’s talk about direct mail.

Yes, real, physical post.

Unlike emails, direct mail doesn’t disappear into spam folders. It lands directly in the hands of your customers. Research shows 70% of UK consumers say mail makes them feel more valued, and direct mail has a 31% higher engagement rate than email. It’s tactile, memorable, and most importantly trusted.

So which one works best? The truth is: both can be powerful, but if you want to cut through the noise, direct mail is often the smarter choice, especially when paired with digital for a multi-channel approach.

At Print & Direct Mail, we help UK businesses combine strategy with beautifully printed, personalised campaigns that get results. Whether you're looking to win new customers or reactivate old ones, we can help you make a bigger impact.

Want to see how direct mail could boost your marketing ROI?