Print pieces have permanence and materiality that allow audiences to engage differently than digital content.
This piece recommends marketers should send direct mails to consumers to offer an experiential experience. While paid ads and promotional emails saturate the online experiences, the offline mailbox is less crowded and has a higher chance of getting noticed by consumers.
However, brands should be selective and strategic about what they want to say, given the space constraints in print. They should keep the content on point and precise, but they should occasionally leverage creatives to attract audiences. Marketers should also consider audience priorities before sending direct mail.
The author suggests brands can print a QR code on mails to measure the performance of their content. However, they should also focus on digital channels to create a seamless omnichannel experience.
[9 minute read]