Remember when Marketing pundits declared Direct Mail to be dead? Except research was actually showing that Gen Z consumers were still finding value in the messages. The rationale? They hadn’t grown weary of mailboxes full of junk; they were still learning about the world around them.

But, Direct Mail is having a revival moment, according to this story from WebProNews. While production costs more than digital, research is finding a higher “open-rate” and a more memorable message, as tactile beats the fleeting nature of digital.

As our friends at 26Digital have been saying for years; don’t ignore the lasting power of e-mail. Now, it’s time for smart DMO pros to rethink highly targeted Direct Mail.

And, highly targeted is the key…unlike the clowns that run political campaigns that, by my count last fall, spent well over $1,000 in Direct Mail alone (not counting TV, radio and Digital) trying to convince me just me to vote for their candidate or their party…when I had already made up my mind months before.