AQuick answer
Instant-win email campaigns cost pennies per send but suffer from inbox filtering, promo-tab burial, and 20-25% open rates. Physical scratch-off cards cost more per piece but hit 90%+ 'open' rates because mail can't be filtered. Use email for reactivation, scratch cards for high-value audiences.
Email is cheap and instant; direct-mail scratch-offs are premium and physical. Here's when each format actually converts better.
Side-by-side
Feature-by-feature comparison
| Dimension | Scratch-off direct mail | Instant-win email |
|---|---|---|
| Open / read rate | 90%+ | 20-25% |
| Cost per piece | $0.35-$1.20 | $0.001-$0.01 |
| Deliverability risk | None (USPS reliable) | Spam filters, promo tab |
| Best for | High-value audience, reactivation | Existing engaged list |
| Response window | 1-3 weeks | 24-48 hours |
| Compliance | Standard sweepstakes rules | CAN-SPAM + sweepstakes rules |
The verdict
Our recommendation
Verdict
Use email for your engaged list and time-sensitive offers. Use scratch-off mail for high-value audiences (lapsed VIPs, luxury prospects, capital-campaign donors) where the tactile format signals real investment.
Frequently asked
Frequently asked questions
Ready when you are
Let's price your scratch-off campaign
Send us the format and quantity you're comparing; we'll match it with the closest scratch-off spec and quote in one business day.