Yes, mail is expensive and slow compared to cheap and instant e-mail.
But mail is still incredibly effective if you know what you want to achieve, who you want to reach, what you want to give and how you want to give it.
Now, if you send Clementine (pictured above) an offer for free cat food; well that would be a waste of money.
If you send her an offer for your new dog food, then that is money well spent. Lifetime value of Clemmie's dog food bill would exceed $2,000, so a share of that would be something worth achieving, no?
Why mail? It is real, tangible evidence of your interest in the consumer. It lingers around much longer than e-mail, and you can argue that it makes a very real impression on more than just one sense.
With today's technology,you can impact all 5 senses, yes, all 5 senses with your mail. That is a sensational opportunity to connect and convert prospects into clients.
Think about that and the creative potential that exists only with mail of the real kind.
Are you getting the maximum pop from your mail? Are your campaigns tired and uninspired?
Are you pulling the envelope instead of pushing it?
If you've got a good product or service, then mail continues to be an excellent and effective medium to reach and touch your audience and you deserve to benefit fully from it.
Next week, harnessing the virtual to reel in the target.