Living Among Giants
P+P: Where will direct mailers excel? How can marketers stand out in this visual media?
SG: Direct mail excels at targeting. It allows companies the opportunity to go after people who are interested in what they have to offer. Direct mail can be very malleable. You can create so many different looks and feels that it can easily be tailored to any message. The best part is that it can be kept for later use in a special file or just up on the fridge.The best way to stand out is with images, color, size, easy-to-read limited copy and multiple response methods, including mobile. Direct mail can be a great way to tap into the senses of not only sight, but also smell, sound and texture. I have even seen some with taste, but that is pretty tricky and would not work with all industries.