The answer may surprise you: No. In fact, it has a higher conversion rate than digital marketing, including email. How can that be? In an age where everything is fastfastfast, where new technology comes onto the scene so quickly that a technology is out of date by the time you master it, when communication is instantaneous, how can “snail mail” still have a place in marketing?
Well, partly just because it is so different from what we’ve become accustomed to. Images flash on and off a screen so quickly, you have only seconds to get the customer’s attention before they’re off to the next image. Paper is different. You can feel it. You can fold it and unfold it; you can read it and reread it. An envelope with a piece of paper in it is real, it’s concrete; it’s not ephemeral, like electronic marketing.
These days, something you can hold in your hand, that sits on your desk, can carry a lot of power. It has been said that if every congressman/woman got just 100 letters from constituents, asking for action on something, that something would get done. Two hundred thousand signatures on an e-petition is out of sight/out of mind in a snap. But a letter sitting on the desk keeps staring at them.
Here are a couple of links you might want to check out, and there are plenty more. But think about it. Consider how much paper might be able to help your business.