Don’t Forget About Paper

Marketing Isn’t Just Digital

I’ve been doing a lot of writing about digital marketing and its intersection with hospitality. And the great irony of this post is that I actually prefer to write with a pen and paper. Most of my posts start as scribbles in a notebook, then get transcribed and cleaned up for publication.

As marketers in today’s modern digital age, we are often so focused on the digital that it’s easy to forget about the other spheres. And quite frankly, it’s also often easier to prove the immediately apparent ROI on digital efforts as you track customers through their digital journey. And even more importantly, you get more actionable insights from digital efforts, and the data they yield can be used cross-functionally.

But wine itself is a tactile product. A sensory experience that engages all the senses — yes, you even use your ears when you’re clinking glasses or popping a champagne cork. And one of the greatest challenges of marketing wine is translating that real-world experience of savoring a great glass of wine into a digital experience.

And I have seen great results by bridging the gap between marketing and the tactile experience, slowing down and reaching out via direct mail. Offering an allocation-only release, an invitation to a particular event, or even just encouragement to shop a special sale or promotion.

All of these offer unique avenues for engaging customers via mail. And quite frankly, in today’s largely digital world, there is something distinctive about printed paper. I personally am always excited to get a well-executed print piece in the mail, and in my experience, so are consumers.

A simple letter inviting lapsed or soon-to-be-lapsed customers to shop during a Black Friday–Cyber Monday sale at an online wine retailer achieved an almost 15% reactivation rate. Whereas the same invitation, extended digitally, had only a 4% engagement rate. That is a marked difference.

There are a couple of important facts to consider, however: the direct mail piece went to a much smaller and “more qualified” audience. And outreach costs were much higher: approximately $1 more per customer. But the results speak for themselves, particularly when considering the lifetime value of each of those customers.

And depending on your risk-aversion threshold, direct mail sometimes offers the added benefit of new-customer acquisition. Mail ends up in the wrong mailbox or on a co-worker’s desk. People move. Or a promotion piece is passed along to someone other than the intended customer. But the right piece or promotion can draw a new customer’s eye.

Plus, in today’s digital-first world, direct mail is increasingly rare — which means the bar for standing out is lower than ever. A beautifully printed piece arriving in someone’s mailbox isn’t just marketing. It’s an event.

The numbers don’t lie: 20% reactivation versus 4%. For a product as personal and sensory as wine, that gap makes sense. People respond to things they can hold.

Don’t let the channel intimidate you. Start small, be strategic, and let the results make the case. And if you need a thought partner to figure out where paper fits in your marketing mix, I’d love to help.

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