Yes, direct mail has traditionally had a higher open rate compared to email marketing, primarily due to its tangible nature. Consumers are more likely to take the time to read direct mail materials, especially if they are of interest or relevance to them. However, the open rate for direct mail can vary based on several factors, including the quality and relevance of the content, the design and format of the mailer, and the target audience.

It’s important to note that while direct mail has a higher open rate, it also has a higher cost compared to digital marketing and may not be as environmentally sustainable.

The best approach may be to use a combination of both direct mail and digital marketing to reach customers and maximize the impact of your marketing efforts. By considering the strengths and limitations of each channel, and tailoring your marketing messages and tactics accordingly, you can maximize your return on investment and build strong relationships with your customers.