You Just Can’t Do This with Email

By | October 24, 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.


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2 thoughts on “You Just Can’t Do This with Email

  1. Joe Manos

    Heidi, great example of effective direct mail messaging!

    But why does it have to be one or the other?

    Direct mail versus email?

    The marketers achieving the best results are leveraging multi-touch campaigns that leverage email, direct mail and mobile to connect with the prospect using a variety of media channels.

    My coaching tip to MSP’s is don’t fear email – embrace it and show your customer how to leverage it as part of an integrated marketing campaign that delivers improved results.

    That’s the #1 challenge marketers face today – their data and marketing campaigns are in silos and until they start to leverage a multi-touch campaign approach they will continue to achieve sub- par performing campaigns and results!

  2. Heidi Tolliver-Walker Post author

    Granted — it doesn’t have to be both. The post was written from the perspective of marketers who think that they can save money by replacing their direct mail with email. My point was that there are just some things that email cannot do. I think there is value in reminding marketers of this on a regular basis. Otherwise, the “email success” blitz can be blinding.

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