I received my new J. Crew catalog the other day. One of my few remaining guilty pleasures is a cup of coffee and my stack of “fun mail”. In my humble opinion, not all direct mail is junk. Heck, some of it is even home décor. (I mean, think about how long that Pottery Barn catalog has been sitting on your coffee table.)

Don’t get me wrong, I will print out an email coupon for a free ice cream cone any day, and gifts.com has revolutionized the way that I do my Christmas shopping. But when making decisions about what to purchase for people on my list, I would much rather dog-ear the pages of a catalog. Even my digitally-focused kids get jazzed when the latest issue of American Girl or Lego arrives.

So I find it interesting to watch the recent trend of clients that turn away from direct mail to try out more web-related methods. Clients seem swayed to test the waters of the digital realm in reaction to pressure to “go green” or to capitalize on the latest buzz over mobile devices and social networks.

Sure, it is important your brand keep up with “emerging media”, but let’s not lose sight of the target. It doesn’t have to be an either/or situation. In a recent quest to source a database for a client’s email blast, I found a result of a NextAction.net survey that points out some interesting statistics:
• Up to 50% of online purchases are driven by receipt of a physical catalog
• Offline customers have a significantly higher lifetime value and greater brand loyalty than customers sourced through search or other online tactics

The challenge is to build valuable long-term customer relationships through a combination of tactics that blend offline and online media. Many brands that we love have found a way to use the digital world to enhance our shopping experience and reward our loyalty. So go ahead and grab their attention with the digital goodness, but don’t lose sight of what can be achieved when a message is supported by the staying power of traditional methods.

Speaking directly from the 18-49 female demographic: as of yesterday’s mail delivery, I now have in hand the big blue Bed Bath & Beyond 20% off postcard AND a Central Market flyer. Now I can finally get the new bath towels I’ve been eyeing — and maybe even pick up dinner.