Some have given up on direct mail. The problem is that a carefully crafted direct mail piece is much more powerful than an email. We all still look forward to reading our mail every day, according to research.
There has been a drop in response rates over the last 10 years, but even so, the Direct Marketing Association research shows that the response is better than most digital channels.
Stanley Marcus of Neiman Marcus is quoted saying, “Direct mail works. A UPS delivery in a box will get through to any top executive.” Let’s say we wanted to reach you with a message, and we wanted to guarantee that you would open and read it. Would you trust email? How about a box wrapped as a gift?
Years ago, my wife and I were moving to a new city and I struggled to get an interview with any of the advertising agencies in town . I couldn’t get past the receptionist. So I printed my resume on the back of a t-shirt and wrapped it up in a gift. I got the call back—and an interview. I didn’t get the job, but the mailing had a 100-percent open rate.
To me, it is just one more example of people worried about which media works or not. They all work. It is not the medium, it is the message, every time.