Companies with a long history of using direct mail might not believe email marketing can improve their marketing strategy, but email marketing is a better investment.
When used successfully, email marketing campaigns provide offers and information to consumers at different points in the sales funnel. Email newsletters provide information to passive consumers in the research phase, while coupons or offers can be sent to leads to seal the deal. Confirmation emails reassure newly-signed customers that they made the right choice, and emails for periodic services remind previous customers to return. With email, there are so many ways to communicate efficiently and effectively with potential customers.
The reason email makes sense is because it costs less than direct, gives more information and data, and has the ability to be tested to see what aspects affect performance.