The average lifespan for a piece of direct mail is 17 days, compared to the average lifespan for your email, which is 2 seconds. Yes you heard me right, it takes no less than 2 seconds for someone to press the delete button on email. I do it and I know you do it too. We can’t help it. The difference between the two? People like tangible. They like having that piece of mail in their hand, they like being able to hold it, feel it, open it; it’s all about the experience.