In a world dominated by digital communication, we’ve become obsessed with efficiency. I know I certainly have. Digital marketing offers you the ability to immediately make a sale and see realtime data analytics. You’d think that the faster and cheaper we can send a message, the better. Emails, text messages, and social media posts are fast, easy, and cost-effective—but they miss something critical.
There’s an emotional depth that digital media just can’t replicate.
I’ve had moments that really made me think about this. For example, have you ever received a FedEx envelope? Think about the difference between getting an email and getting a letter delivered by FedEx. Even before you open it, you know it’s something important. There’s an inherent value in that physical gesture—something digital communication simply can’t match.
And so we don’t throw away a FedEx envelope unopened. It’s rare. The reason?
The cost of sending it. It tells us that this message is worth the expense, and that changes how we perceive it.
There’s a certain weight and importance to a FedEx delivery—one that tells you this message is for you, personally, and it’s significant. The same message delivered via email would likely be ignored or dismissed. Why? Because, in the digital world, everyone gets the same message at the same time. It’s too easy to ignore, too easy to forget.
There are certain emotions and messages that simply cannot be conveyed through digital media. If someone takes the time to write you a letter and puts a stamp on it, it feels different. It feels more personal. And if you receive an offer delivered by FedEx? You believe it. There's no doubt. It’s exclusive. It’s intentional. It’s real. There's a trust that comes with that kind of delivery, because there’s absolutely no way you’re sending a FedEx envelope to a million people. It’s addressed specifically to you, and it feels like it.
So, why are we so obsessed with digital efficiency? We often ignore the value of expensive-addressed media because it feels unnecessary in today’s world of quick, cheap, and scalable communication. But by doing so, we’re closing down a good chunk of our marketing arsenal. We’re shutting ourselves off from emotional connections that are powerful—connections that can drive loyalty, trust, and a true sense of value in your customers.
Let me make this clear: I’m a yuge digital marketing guy. Especially for small businesses with tight budgets, digital marketing—particularly Google Ads—can do wonders. You can accomplish a lot with a $2K budget in Google Ads that you’d struggle to match with direct mail. Digital marketing is efficient, measurable, and scalable. It’s the go-to strategy for anyone just getting started or looking to grow quickly without breaking the bank.
But for the bigger players, the ones with more room to breathe in their marketing budgets, there’s still a place direct mail.
Did you know that some of the biggest companies in the world—Google and Amazon—still use direct mail? They do. And it’s not because they’re stuck in the past. They’ve got the budget, of course, but there’s another reason too: it works.
Direct mail is a powerful tool because it’s different. In a world where people are bombarded with digital ads, emails, and social media notifications, a physical piece of mail is harder to ignore. It hits a different part of the brain. It’s real. It’s tangible. And let’s face it: your physical mailbox isn’t as cluttered as it once was. Fewer people are using direct mail, which means your message has a higher chance of being seen.
For big companies, this is a strategic move. Direct mail allows them to stand out and get in front of people in a way that digital just can’t replicate. Sure, digital is fantastic for scale and reach, but nothing beats the impact of a well-designed, well-targeted, well-timed piece of mail that shows up in someone’s hands. It grabs their attention, and they have to engage with it in a way they don’t have to with an email or an online ad.
Now, I’m not saying that direct mail is for everyone. If you’re a small business with limited funds, I wouldn’t recommend diving into it just yet. You’ve got to focus on the digital side first. But for those of you who are scaling, it’s worth considering allocating a portion of your marketing budget to these kinds of tactics that are offline, but still incredibly effective.
Think about it. If you want to convey flattery, admiration, or exclusivity, digital media just can’t do it in the same way. There’s a level of personal touch that expensive, addressable media—like a FedEx envelope—brings to the table. When you send something physically, you’re telling the recipient that they matter enough for you to invest time and money into delivering that message. That kind of emotional impact is invaluable.
What does this mean for your marketing? It means you have to look beyond digital efficiency and consider the emotions you’re trying to create. Don’t get so caught up in being quick and cheap that you lose sight of the deeper emotional connections you could be building with your audience. Sure, digital can get the job done, but it’s the personal, physical touches that leave a lasting impression. And sometimes, that’s exactly what you need to make your message stick.
So, next time you’re planning your marketing strategy, ask yourself: are you closing the door on the emotions and connections that come from a personalized, expensive-addressed approach? Or are you using the full power of your marketing arsenal? Because if you’re not using both, you may be missing out on something big.✌️
Justin Hubbard
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