My article, Direct Mail: Still a Bargain for Marketers, published in Chief Marketer today, reminds us (professional advertisers and marketers) that when you think about direct mail as a channel to reach people — that is, specific audiences within specific markets — you’ve really got an affordable medium to get your message across.

Of course, direct mail’s success still boils down to the right lists and data, offers/messaging, creative and copy, and timing. You have to do it right. Begin with the idea that getting into the home or office of that right target customer could prove to be more affordable — and effective — than the alternatives. And, when mixed with online components and social media, you’ve really got something special.

Who knows … today’s article may just convince you to reconsider your mix, and how your allocating your budget.