Is Your Mail Stale?
I love habits. I love routine. I think lots of people do. There’s a reason people always say “If it ain’t broke don’t fix it”. But sometimes things can work better.
Breaking your marketing habits might be a good idea. Maybe it’s time to rethink your ideas about your customer. Who are they? What do they want? How can I engage them?
Marketers who do direct mail well deliver an engaging customer experience not only when the mail arrives, but also over the long term. Consider how many recipients of comprehensive or slickly design catalogs (think: IKEA) leave those tomes on their coffee tables to page through again and again. Conversely, direct mail that looks like “junk mail” is often treated as such—even by otherwise engaged customers.
(via DM News)