Offline versus online

The reason that digital (or online) marketing is so popular is because it is quantifiable – you can prove if it works.  If I put £250 into a Facebook campaign I can see exactly how many people have interacted with it and how many new customers it generated.  If a campaign isn’t working, then I know very quickly and can do something about it.  Digital marketing is also cheap.  I can send an email out to 2,000 contacts using MailChimp for £20 a month.  If I was to post out a letter, just the price of stamps alone would be more than a thousand pounds before I even add in the cost of envelopes and printing.  And I’d have no idea if the letter even got opened or not.

However, in this upside-down digital age, a letter in the post is now much more likely to get opened by someone than an email landing in their inbox.  Why?  Well, how many letters do you receive in the post these days?  Probably hardly any.