You Just Can’t Do This with Email
By Heidi Tolliver-Walker on October 24th, 2012
Face it, you just can’t make this kind of impression with email. Even without the extras like QR Codes, personalized URL, targeting, relevance, and personalization, you know this postcard got read by just about every person receiving it. Kudos to the creative team on this one.
The only drawback? The postcard (clearly short-run, targeted to facilities directors and operations managers in the Bel Air, MD area) arrived today, mid-October, when it’s 70 degrees in Bel Air and is forecast to stay that way through the weekend.
BUT if you’re a facilities director or operations manager (of which my husband is one — thanks to him for texting this over this morning), then this is about the time you start signing those contracts.
Even if someone wasn’t ready to sign a snow removal contract in the middle of Indian summer, you know this postcard has gotten pinned to more than one billboard already.
So eat your heart out email!
The message to MSPs? Remember that print offers benefits that digital media don’t — and can’t. But as we have been discussing, personalization isn’t going be the savior of direct mail. That’s going to take understanding when and where print is the preferred medium over digital and then producing really great pieces like this one.
When it comes to protecting the future of direct mail, creative matters as much as anything else. Maybe more.