It’s true, direct mail can be expensive when compared to email, it’s only expensive when it’s done badly and without forethought.
The best examples of successful direct mail campaigns are clearly those where the campaign has been driven by the data itself. With the advent of variable digital printing, each piece of direct mail can be unique, based upon the individual characteristics of a single person. This has given rise to highly targeted direct mail campaigns with extreme cut through rates that cannot be matched by intangible mediums such as email.
For instance, no other channel to market could allow the recipient to use all five of their senses – sight, sound, feel, and even smell and taste – to receive a hyper personalised offer, at the correct point of their customer journey, in quite the way a personalised digital direct mail campaign can.