Yet Another Example Direct Mail Isn’t Dead

Anthropologie recently sent out a birthday mailer to one of its customers who wrote about how clever it was.

This goes to show that direct mail isn’t dead and in fact, is still very much appreciated. The truth is, people still like getting stuff in the mail – they like seeing it, holding it in their hands and feeling special - especially when it’s relevant to them. Even though the Anthropologie piece was intended for one of her coworkers, the author clearly wanted it for herself (this demonstrates the value of a secondary response; it’s got staying power).

You can’t get this kind of reaction with email. The message may be the same, but tangibility and emotion just aren’t there.