Today, we’re talking about… The lost art of direct mail.
The disappearance of direct mail.
Over the years, direct mail—the once prized possession of great travel and hospitality marketers—has taken a backseat to hyper-targeted digital advertising. And understandably so, it’s hard not to let limited budgets favor more trackable tools such as digital display and search.
But what about surprise and delight?
For luxury hotels and resorts looking to leverage their past guest data, few mediums have the potential to provide a more surprising and frankly more delightful brand touchpoint than direct mail.
Remember beautiful catalogs and travel brochures?
When done well, these print pieces provide consumers with a tactile experience, a brand touchpoint they quite literally get to hold in their hands. Great ones—we’re looking at you, Four Seasons—sit on coffee tables for months, sometimes years. Just too beautiful to throw away.
Putting your data to work.
Luxury hotels and resorts sit on boatloads of data pertaining to their past guests. Most digital campaigns only leverage one or two of those data points: email and phone number.
Direct mail taps into a third.
The largely ignored, yet far more intimate home address allows marketers to harness the power and promise of their CRM, to deliver the right message at the right time to the right audience.
The mailbox is alive and well.
Grocery delivery, meal kit subscription boxes, and Amazon have proven that the mailbox is…