Google just introduced a new feature in Gmail called “Manage Subscriptions.” That sounds innocent enough until you realize it’s basically an unsubscribe control panel that makes it ridiculously easy for users to cut ties with email marketers. One click, and your customer or prospect is gone from your email list forever. For consumers, this is a dream. For email marketers, it’s a gut punch. For direct mail marketers, this is a tremendous opportunity. People trust direct mail more — 82% say they view print marketing as more credible than digital Mail sticks around — it has a household shelf life of over two weeks When was the last time an email sat on someone’s kitchen table?

The costs of digital advertising are skyrocketing. By some metrics, prices on major platforms such as Meta, Google, and TikTok grew by anywhere from 61–184% year-over-year in 2021. At the same time, returns are plummeting; recent changes in privacy policies, such as those by Apple, have made it more difficult to target ads to consumers, who are increasingly likely to tune out the advertising that they see anyways. All of these trends are making digital advertising increasingly unprofitable and ineffective, forcing companies to rethink their marketing strategy and spending. Increasingly, companies that are rethinking their strategies are turning to an analog method: physical paper catalogs. And it’s not just traditional retailers that are increasing their catalog investments either. Even online disrupters such as Amazon, Bonobos, and Wayfair have entered the catalog game. But does this mean that every retailer should consider a direct mail strategy? If not, when does it work best?

Chances are, you’re currently trying to reach your audience in a variety of ways. Maybe digital ads, search, social media, catalog, direct mail and your retail environment. What if you could tie all those efforts together with a single creative concept—a “Big Idea” that unifies all of those touch points? And what if that consistent message was delivered in such a unique and bold way that you now stood out from the competition? People now notice you. They remember you. And now they will consider you. THAT’S the power of a campaign. Need some help getting started? Read our 8-part series at: https://www.jschmid.com/services/campaigns/