People want something they can hold in their hands. That’s the major advantage that direct mail has over digital: it’s tactile. When it comes to catching and holding attention, every sense you can bring into play is a bonus.
Before we were measuring, refining, and replicating our results with digital media, there was direct mail.
By A/B testing direct mail across neighbourhood, demographic, message, and offer—the original research agencies were able to laser-focus campaigns—one mail drop at a time.