Postal vs. E

Catching up on my reading over the weekend, I found another gem from last fall...this time in DMNews.

Rory Carlton and George DiGuido square off in a point-counterpoint discussion of whether postal mail marketing is more effective than e-mail based promotion in the magazine's "Gloves Off" section. Rory maintains that e-mail has jumped the shark, becoming the new junk mail...allowing the old junk mail to make a comeback. George counters by citing postal mail's cost and inability to evoke an immediate response.

Of course, they are both right. Smart marketers know when each strategy is appropriate for the target and the moment. And thus, neither strategy should be ignored based on personal bias.