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Marketers are a strange breed. We love to defy evidence and facts in the pursuit of fashion. The Institute For Marketing Science calls it “Trend Blindness”.

Take for instance one of the most successful and longest performing media channels in the world, aside from face-to-face selling. It’s been around for 150 years and was the pioneer of virtual shopping.

It’s called direct mail. It is an extremely successful channel, not to mention one very much loved by consumers. Yet when the internet was invented, something happened to the brains of marketers and many stopped using mail.

I own an email SaaS business which grew as a result. But just because a new channel has some cheaper options, it doesn’t mean you stop using a channel that works. What lunacy drives that sort of thinking?

Even the science proves the strength of mail over other less engaging channels. Customers love how it engages them – to use the current vernacular.

The people at Google are not stupid. That’s why Google is one of the world’s biggest fans of direct mail. Here’s something I received last week. Here and here are other Google examples.


Clear plastic envelope…


Letter inviting me to “Geek out with Google”

The RSVP is a unique URL, no doubt linked to my contact details. Simple stuff really.

They even used one of the oldest direct mail tricks – an involvement device. A couple of sheets of temporary tattoos were inserted in the envelope, for use at the event, or otherwise if that’s your fancy.


Involvement device – sheets of tattoos

So again the question has to be asked: “If Google does it why don’t you?”

After all, every brand on the planet used direct mail until only a decade ago – and the smart ones still do – fully integrated with other personal media. Or should that be “fully omni-channelled” with other personal media?

I’m off to check my letterbox…