Many marketing guru’s you read will tell you that Direct Mail is a thing of the past, you have to embrace the new social web experience and put your marketing online. This is much easier said than done as marketers are trying to balance between how customers recieve information and naviagating unfamiliar territory in the digital world.
Do you know your customer? Many companies have been built on direct mail and their faithful customers have come to expect it. Lands End, Victoria Secret, and others send catalogs and mail every week – my wife gets it all! At thes same time these companies are reaching customers online in innovative ways that only enhances the direct mail experience. In many cases we have created an expectation with our customers that we cannot let them down by stopping the direct mail flowing into their mailboxes, but for the sake of reaching a new generation and saving the shrinking marketing budget, marketers have to learn a new balance between direct mail and new media.
If you can master it, you will thrive. When you do, please let me know so I can learn a thing or two from you.
Posted by Scott Mills 
