Direct Mail Lingers, That’s Why it Works

Direct mail is like a channel you cannot unsubscribe. It's not something that, It sits on your kitchen counter for a little bit. Even if you receive it from the mailbox, you look at it,and then you're on the way to the recycle bin, right? That walk for 10 seconds, know, That 10 seconds is probably 9.5 seconds more than a email that you just saw it. And then you don't even open it. You see what mean? Right? So, okay, so Object permanency in this case is that, you know, So that's just like you trying to throw away the thing. But if it's well-produced piece, So I did a lot of work with catalogs. Those things sit around on the coffee table for like for month, right? And then people forget to them away. And then what happens that every time you sit down and you look at it, it's like a constant reminder, super effective, right? So whatever, Let's say $10 to produce a glossy magazine like catalog, if that produces reminder 20, 30, 40 times over the span of the lifetime, you in your living room, I mean, not only the cost per impression is relatively low, right, compared with digital, but it's effective, right, because you're flipping through it.

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