And so do Yahoo and AT&T. How do I know? Because in the last six months, these giants of the electronic age sent me 13 pieces of direct mail.
Imagine that. Good old-fashioned snail mail. Why? Because these industry giants know, as do our clients, that direct mail is more effective now than ever, for two reasons:
- There is less direct mail in general these days, so it’s much easier to get the recipient’s attention.
- Direct mail is absolutely non-intrusive, non-annoying and, if targeted properly, often of genuine interest to the recipient.
And by the way, Google sent me nine of those direct mail efforts, hitting me about once every three weeks, because the marketing folks at Google also understand the most important factor in advertising success…frequency! It turns out that direct mail is in the marketing mix of every major company and every other company smart enough to dig out more market share in these challenging economic times.
