Can we expect a direct mail comeback? Maybe. This is why:

Direct Mail is Measurable. These days we have to measure our marketing. Offers, promo codes and coupons all give marketers solid ROI numbers.

Direct Mail Gets to Someone. I sign up for things online using a specific email address when I suspect I will get marketing promos and I neglect to check that inbox. Many people do the same. Direct mail pieces (especially when targeted) get to the recipient.

Less Clutter Before. Email is the medium of choice these days for marketing offers. Compare the number of messages you get in your inbox vs. your mailbox. You probably get at least 200% more email in a week. At the same time everyone’s scaled back their traditional direct mail. The competitive clutter for direct mail is less than email on any given day.

So what do you think? Are we seeing the pendulum swing back?

Photo courtesy of atlnav via Flickr.