With all due respect, anyone who tells you direct mail is “old school” is living under a rock. They haven't seen how the marriage between direct mail and digital technology is a match made in heaven, especially in the retail industry. 

From Direct Mail to Digital

1. Mail a coupon that customers can only redeem on your website.
2. Mail a personalized invite and incentive for them to set up an exclusive online account.
3. Send a direct mail piece about an app, product or service enhancement with a savings offer to download the app or purchase the product/service exclusively online.

From Digital to Direct Mail

1. Use digital data to gather a customer’s DOB and mail a personalized card near their birthday.
2. Give loyal online customers a discount coupon reward for their next purchase.
3. Offer a small incentive for obtaining customer emails and mailing addresses at checkout, so you have a robust list for future e-blasts and direct mail offers.

D + D Ideas that Work

1. Silly faces and save. Send a postcard that combines a special store offer with a blank face so customers can draw their best “I got a great deal!” expression. Encourage them to save more money for posting their drawings on social media with a fun hashtag/link that drives traffic to your site.
2. Thank You Notes. From a simple “Thanks—you rock!” email message to a printed and signed thank-you card, gratitude in any medium goes a long way with customers.

Data Matters

• Name
• Email address
• Mailing address
• DOB
• Buying preferences/order history

Mail Like You Mean It