Everything Old Is New Again

My mailbox is sad. Once vivacious and full of mail on a daily basis, now there are days when all that lurks in its cavernous depths is a single flimsy postcard. My email inbox, on the other hand, is chock full of all kinds of junk and spam. How many of us dread waking up in the morning, with that inevitable feeling of dismay when we see how we have been bombarded with “incredible offers” and online notifications of bill payments due while we were sleeping? And the time we spend going through new unread emails to find the ones that are actually important to us.

In a way, things have come full circle. Email, was once a realm where pretty much every ping to your inbox signified the receipt of something personal and meaningful (think “You’ve got Mail”). Your physical mailbox, however, was overstuffed with catalogues, direct mail pieces, and, of course, foreboding window envelopes containing bills. Most items were given a cursory glance, then categorically tossed. Nowadays, I find myself carefully perusing the paltry contents of my mailbox in the hope there will be something interesting. Anything that seems even vaguely personalized is a cause for excitement and gets my full attention.

Now, email, of course, is not going away, and it’s a critical and extremely cost-effective way to reach your target markets. But selectively taking advantage of the (almost) empty snail mail field can complement your other media and offer a way to get your audience’s full attention. So, go retro, handwrite a note (or at least the address) and reach out to your clients and prospects in a “new” way. You might be surprised at the impact you can have. Just ask Peyton Manning!

For more information on how Optima Group has helped its clients successfully market, please contact us at 203.255.1066.