Why inbox-only thinking ignores the mailbox advantage

Your perfectly crafted email sits unread in position 47 of your prospect's inbox, sandwiched between two other vendor emails that sound exactly like yours.

Yeah. That's not getting opened, let alone read, clicked, or responded to.

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As we shared here, the average office worker receives 121 emails per day (target decision-makers often receive more), and on average, consumers delete 48% of the emails they receive every day in just five minutes.

On the other hand, the average American receives approximately 1-2 pieces of direct marketing mail per day, and the response rate for direct mail is more than 30 times that of email. Additionally, 57% of people claim that receiving mail makes them feel more valued. 

Sending mail creates a more genuine two-way relationship between the brand and consumer.

TL;DR: Email is bad; direct mail is good.

Not so fast.

Let's review each channel briefly.

Digital fatigue is the real deal

You can't write about email without discussing digital fatigue, a topic we've written extensively about.

Digital fatigue is the mental and physical exhaustion that results from prolonged or excessive use of digital devices and technologies.

Email, of course, is a key contributor to that digital fatigue.

67% of B2B buyers set up a junk email account to avoid unwanted emails, and 64% of B2B buyers feel overwhelmed by the influx of sales and marketing communications they receive (Gartner).

Not surprisingly, AI is making this problem even worse.

As Lindsie Nelson of Symphonic Digital wrote, "we've entered the phase of content homogenization—where once-distinct voices blur into one predictable stream of sameness."

Thanks, AI.

However, email is not dead. And yes, there is an entire website dedicated to email marketing stats and metrics. You are welcome.

A few relevant stats from that site:

• 94% of consumers check their email every day — DMA Consumer Tracker (2023)
• 78% of consumers say they are highly likely to engage with personalised emails that are tailored to their interest — Marigold "Global Consumer Trends Index" (2024)

Email still wins for high-volume nurture sequences, rapid product updates, event invitations with tight timelines, and budget-conscious campaigns where cost-per-impression matters more than engagement depth.

So, no, email is certainly not dead.

What about the mailbox?

The mailbox commands attention

83% of consumers feel positively about receiving packages. They love receiving mail. Postcards, too.

As we've shared, "With direct mail, the consumer inspects the personalized package and spends more time absorbing and processing the message than if they were to check off the 'read' box in the corner of an email."

With direct mail, there is no digital competition for attention.

But here's the reality check: Direct mail's higher engagement comes at a cost. While it captures attention, it can't match email's speed for testing, iteration, or volume. You can A|B test 5 email variations in a day; direct mail takes weeks.

So, no, a direct mail-only strategy isn't the answer either.

It's not either/or; it's yes, and ...

The choice is not between the mailbox and the inbox.

Instead, it's finding the optimal balance of the two.

The goal is to use the inbox to encourage the mailbox open/read. And vice versa... using the mailbox open/read to encourage email action.

When you choose "just email" or "just direct mail," you miss out on the cooperation opportunities they present when working in chorus together.

Hybrid is your answer.

>> Email, when sent on its own, often gets lost in the noise, but a physical piece of mail forces a pause. Then, email becomes the easy next step.

>> Email handles speed and convenience; direct mail handles memorability and differentiation. Neither does both well on its own.

>> When someone sees your message digitally AND physically, you're not just another vendor — you're someone who invested time and thought.

The real magic happens in the handoff

When done correctly, direct mail drives to email and email primes for direct mail. Each channel complements the other, making them more effective.

Take these 3 example scenarios:

1. Email sequence → physical gift → "Did the package arrive?" follow-up call
2. Direct mail with QR code → personalized landing page → automated email sequence
3. Webinar invite via email → thank you gift in mail → follow-up meeting request

From a psychological perspective, you've created a conversation across channels, not just broadcasting on multiple platforms. Each touchpoint builds on the last, creating momentum that single-channel approaches can't match.

‍A hybrid approach is particularly effective when selling high-value solutions where relationships are crucial. It works when your sales cycles are long enough to justify the investment. It excels best when you can coordinate timing between channels. Finally, it crushes when you have prospects worth the extra effort.

However ... hybrid is not always the answer, especially if your business model is high volume and low touch. Or when your product sells itself with minimal relationship building. Or, when you lack the resources to coordinate multiple channels properly

Most B2B companies should be implementing a hybrid approach. Still, most aren't because it requires more planning and coordination than single-channel approaches ... unless you work with a company that specializes in direct mail marketing.

Here's a short hybrid “do this” list:

1. Begin with intention, not technology: Pick 25 high-value prospects and map out a simple two-touch sequence.
2. Test the handoff: Send something physical that drives to something digital, then measure if the combination works better than either alone.
3. Scale what works: If your hybrid test outperforms single-channel efforts, expand gradually.

The goal: Create experiences that feel personal and coordinated, not random touches across different channels.

The execution gap is real

You're convinced hybrid makes sense. You see the logic. You understand why your high-value prospects deserve more than another generic email sequence.

‍But most B2B teams get stuck in execution.

Coordinating direct mail and digital isn't just about having good ideas; you also need the infrastructure (and technology) to execute them seamlessly. Most marketing teams lack the vendor relationships, creative resources, and tracking capabilities necessary to execute effective hybrid campaigns.

Who sources the gifts? Designs the packaging? Handles the shipping? Creates the landing pages? Sets up the tracking? Coordinates the timing? Trains the sales team on follow-up protocols?

That's a lot of moving parts for a marketing team already stretched thin.

This is exactly why Sendoso exists.

We've built the platform that makes hybrid campaigns as simple as sending an email. Our customers don't need to become direct mail experts. Instead, they can focus on their prospects and their message.

Sendoso handles everything else.

Take Gong's mini-gong campaign: 400+ new opportunities and tens of millions in influenced pipeline. The campaign required creative development, vendor coordination, sales team alignment, and perfect timing. This is precisely the type of complex coordination most teams struggle with.

Or Outreach's omnichannel approach: $8M in influenced pipeline by combining direct mail, paid digital ads, landing pages, and sales sequences. Again, the coordination complexity could have killed the campaign before it even began.

The difference between companies that talk about hybrid and those that execute it lies in finding the right platform partner.

Your prospects are drowning in digital noise. Their mailboxes are largely empty of meaningful communication. You have an opportunity to stand out ... if you can execute hybrid campaigns that feel coordinated, not random.

Ready to move beyond the crowded inbox? Let's talk about how Sendoso can help you create hybrid experiences that actually get remembered and acted upon.

Ready to join the 20,000+ Sendoso users? Request a demo now.

FAQs

1. What is the average number of emails office workers receive per day?

The average office worker receives 121 emails per day, with target decision-makers often receiving even more. Additionally, consumers delete 48% of the emails they receive every day in just five minutes.

2. How does direct mail response rate compare to email?

The response rate for direct mail is more than 30 times that of email. While the average American receives approximately 1-2 pieces of direct marketing mail per day, 57% of people claim that receiving mail makes them feel more valued.

3. What is digital fatigue and how does it affect B2B buyers?

Digital fatigue is the mental and physical exhaustion that results from prolonged or excessive use of digital devices and technologies. 67% of B2B buyers set up a junk email account to avoid unwanted emails, and 64% of B2B buyers feel overwhelmed by the influx of sales and marketing communications they receive.

4. Is email marketing completely dead in B2B sales?

No, email is not dead. 94% of consumers check their email every day, and 78% of consumers say they are highly likely to engage with personalised emails that are tailored to their interest. Email still wins for high-volume nurture sequences, rapid product updates, event invitations with tight timelines, and budget-conscious campaigns.

5. What percentage of consumers feel positively about receiving packages?

83% of consumers feel positively about receiving packages and love receiving mail, including postcards. With direct mail, there is no digital competition for attention, and consumers spend more time absorbing and processing the message than they would with email.

6. What is a hybrid marketing approach and why is it effective?

A hybrid approach combines both email and direct mail marketing instead of choosing one or the other. The goal is to use the inbox to encourage the mailbox open/read and vice versa. When someone sees your message digitally AND physically, you're not just another vendor — you're someone who invested time and thought.

7. What are some examples of hybrid marketing campaigns?

Three example hybrid scenarios include: Email sequence → physical gift → "Did the package arrive?" follow-up call; Direct mail with QR code → personalized landing page → automated email sequence; and Webinar invite via email → thank you gift in mail → follow-up meeting request.

8. When does a hybrid marketing approach make the most sense?

A hybrid approach makes sense when selling high-value solutions where relationships are key, when your sales cycles are long enough to justify the investment, when you can coordinate timing between channels, and when you have prospects worth the extra effort.

9. What are the main execution challenges with hybrid marketing campaigns?

Most B2B teams get stuck in execution because coordinating direct mail and digital requires infrastructure and technology to execute seamlessly. Teams need vendor relationships, creative resources, and tracking capabilities, plus someone to source gifts, design packaging, handle shipping, create landing pages, set up tracking, coordinate timing, and train sales teams.

10. What results have companies achieved with hybrid marketing campaigns through Sendoso?

Gong's mini-gong campaign generated 400+ new opportunities and tens of millions in influenced pipeline. Outreach's omnichannel approach resulted in $8M in influenced pipeline by combining direct mail, paid digital ads, landing pages, and sales sequences.

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