Don't call it a comeback!

At the end of a post lamenting Six Apart's latest customer service meltdown over at Association Inc., Kevin opines, "I think print is making a major comeback."

Huh? I wasn't aware that print ever left the premises. From whence did it return? Even with all the glittery, futuristic e-marketing products out there, for most industries, nothing has an ROI quite like direct mail. They've been saying it for years.

Bottom line: An integrated marketing approach that mixes multiple communications vehicles (direct mail, advertising, web, e-mail, telemarketing, WOM etc.) will usually beat any single-vehicle campaign. But if you've only got the resources to do one vehicle, go with direct mail.