THE GOOD:
A lot less competition: So many companies have dramatically reduced their direct mail efforts and most of the others are doing a pretty poor job at. These leaves the door open for honest, well-written and professionally produced direct mail that will be consumed not shredded. And I am not referring to the multiple inserts, fake hand writing type of direct mail. I am referring to a quality piece of communication printed on quality letterhead with the person’s name and address on the letter and the envelope.

You can tell the whole story: A well written letter is priceless and will be read if it’s compelling while providing a real benefit to your prospect. But don’t play games and pitch too hard. Give them a reason to support your business or cause.

If it is of value, they will save it: A schedule of events or something coming up in a few months helps. An offer that must be redeemed helps even more. They can hold it in their hand. You can’t hold an email in your hand or past it on your refrigerator.

THE BAD:
It can be expensive: As with any worthwhile effort, it’s going to require an investment on your part. If you do it well, you will reap a healthy return. Do it half ass and you shouldn’t bother at all. Direct mail will never be as inexpensive as email marketing but it can be more effective.

THE BOTTOM LINE:
Any marketing tactic can be effective if it is done properly and the timing is right. I am not advising anyone to cease using email communication. It is a great tactic that will deliver significant results if done well. I do think that now is a good time to go back to something that most companies are quickly abandoning. It’s as simple as zigging when everyone else is zagging.