In the rush to adopt digital communications, have we lost sight of – and even lost some skills in – traditional direct marketing? Email marketing, in particular, may have reached the point of diminishing marginal returns. The impact and effectiveness of well crafted, hard copy, tangible direct mail has never been greater. We explore the philosophy of real communications, but also best practice with some direct marketing case studies that have achieved stand-out success.
Catrina Law, Principal Planner, Indicia