Hi,
I can remember when direct mail was sexy and new. (I'm that old.) Now email and the Internet and all that jazz is centre stage... Now mail might be as old as Adam and Eve, but so is sex and that still has its uses.
Snail mail has one unique capability that no other medium can equal - it can deliver tactile experiences, objects, into the hands of your prospect. Unfortunately this talent is rarely used.
Rich media email cannot have the same impact on the sense of touch and smell that snail mail can deliver. Email can deliver sight and sound. Snail mail can deliver sight and sound and smell and touch.
As such, snail mail can deliver far more emotional impact. Think of an invitation delivered by both channels. The tactile dimension of the snail mail piece - simple by the choice of paper stock and inks - can say more about the event than all the words.
More on this next week.
Cheers!
Michael Kiely
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Marketer of the Decade (Again)
Michael Kiely is a Hall of Fame marketer. He made his name as a multi-award-winning creative director and copywriter. He forged a career in brand strategy. He innovates online campaigns - creating the Online Campaign of the Decade (pending) in the famous "Adopt A Sheep" program. His career client roster features Toyota, Lexus, Macquarie Bank, American Express, Fuji Xerox, Australia Post, and numerous other top echelon brands. He won 12 US Echo Awards, ADMA Awards, a Caples Award, and a Chicago Direct Marketing Association Award, plus several David Ogilvy Awards before he stopped entering awards. He has been a panel judge on numerous award systems in marketing. He has been a keynote speaker at many conferences around the world. His thoughts on marketing have been highly valued by marketing professionals and readers of Marketing Magazine for more than 20 years. He has time available for advice and projects and would welcome your enquiry.
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