It is a great time for your business to take a fresh look at the direct mail marketing channel. We often hear people dismiss mail as “old school” and many seem to consider it ineffective. Two points on that. First, have you noticed how little mail you now receive in your mailbox? You may interpret that to mean “everyone knows mail doesn’t work.” But research shows that mail does work when used intelligently as a component of your marketing plan. And that uncluttered mailbox means there is a bigger chance that your mail piece will be noticed. Second, data shows that direct mail generates a higher response rate than email. Consider how many promotional emails you receive vs direct mail in a given day. That large volume of email makes it difficult for email to penetrate your attention and grab your interest. Once that email scrolls by, it is pretty much gone forever in terms of the recipient. The response rate for direct mail is 4.4% compared to 0.12% for email, according to data from the Chief Marketing Officer (CMO) Council.