Why Direct Mail Won’t Die

Gary, I found this such a well-crafted, logical explanation of the role of mail (and print media) in the new digital landscape. Many of my clients are seeking to reconcile digital and traditional media/mail. You’ve done wonderful job of explaining why digital-only is a shaky move.

Ironic that as marketing continues its evolution in the new online reality print still resonates and builds brands. Kudos for a piece that’s not only smart, but wise.

Excellent synopsis without dismissing digital. So often people with a background in direct just defend direct and see no value for digital. It’s time to be inclusive and always map out the touchpoints for your customer experience and then use the media that is most appropriate. There is never just one approach or one solution. Good article, thanks.

Excellent article on the value of the printed word

Great post, Gary! Direct mail is a great marketing tool that makes emotional connections and leaves memorable impressions in this fast-paced, always-on world. I absolutely agree that print and digital can co-exist and strength each other – in fact, I think the marriage of these two entities is the best way to get the most out of any direct mail campaign. Print is becoming more interactive and engaging than ever with call-to-actions that incorporate digital touch points, such as Personalized URLs or videos. A well designed, creative piece that focuses on personalization and relevancy will help cut through the clutter of marketing messages and reach consumers in a truly meaningful way. Judy Berlin, Vice President Marketing, XMPie

I totally agree with you Gary. Of course I am like you and prefer reading an actual book. When it comes to Industry publications I like to have a physical copy to read and write on at times. Recently I had a company send me a direct mail piece that caught my attention. Because I received their direct mail piece and opened it, I became familiar with the company name and what they did. A few days later I received an email from the same company and if it was not for the direct mail piece, I would not have opened it. With inboxes being inundated with messages, companies need Direct Mail to give them validity in the marketplace. Love to talk more about it. Donna A. Peterson – World Innovators

Bravo Gary. I just shared this on Linked In, a 1st for me. The linked article at the Washington Post is also great info.

I once had a great professor who said, “direct mail is advertising you operate”. The comprehension factor, the tactile feel of having paper in hand, plus great marketing (targeting, offer, solid creative) cause direct mail to still be a compelling part of most marketing plans for marketers “in the know”.

Problem is, many digital marketers have have dismissed direct mail. Why? Mostly its to position direct mail against new media, so mail gets bashed as old school, expensive, harmful for the environment, etc.

I know the answer to the great “digital” outbound vs inbound debate.

“Somehow” in the future digital marketers will become channel agnostic… if there is a pool of prospects that can be targeted, converted and tracked, all methods of customer messaging will be considered and tested. But then again I am an optimist (and will keep proselytizing the power of direct mail wherever and whenever!)