The premise of Inbound Marketing is a shift of focus from the marketers needs to the prospects or buyers needs. It sounds obvious but the difference in perspective has a tremendous impact on the content and direction of campaigns. Can direct mail, considered part of our legacy methodology, be updated to become a part of this new customer-centric marketing?
Relevance of direct mail is determined by the level of creativity, context and value. There is a tremendous opportunity to provide a special experience at the mail box. Think of the happiness you feel when you get a card from a loved one, or excitement when opening a gift, or curiosity when getting a bulky package.