February 7, 2012
I spend a lot of time crossing between the on and offline worlds. Over the past few years I have seen the shift from traditional marketing to digital marketing first hand. In fact the shift to digital marketing may have gone so far that the tables have now turned.
The best way I can think of to break through the clutter today is to hit the mailbox and not the inbox.
Think about it, you likely get as many as 100 emails a day if not more, yet at the same time your traditional mailbox only sees a few envelopes. In fact, mail volumes are so low that Canada Post just announced that they are removing more than 1,000 red street letter boxes (read more at thestar.com). So if getting someone’s attention is a top priority you might just want to consider going old school.
Having said that, the secret sauce may be finding a way to integrate the two. We often find we get the best results when a personalized direct mail piece hits the mailbox and an email follow-up comes along a few days later. And of course they both drive traffic to a landing page where you can convert the interested into buyers (or whatever you consider a conversion to be).
Next time your campaign needs to break through the clutter why not consider the tried and true and hit the mailbox.