The following is a guest blog posting submitted by Bob Salvas, President of Success Mail. Bob is a nationally known expert on direct mail marketing. He can be reached at bob@successmail.net.

Imagine the excitement that was generated in the 1830’s with the invention of the telegraph and later that century, the telephone? More recently, the fax, email, cell phones and text messaging have taken the front seat in the drive to be the hot new communications medium. New technology is always exciting, especially when it helps us to better communicate with each other.

Once a communication channel is established, it does not take long for the direct marketers to jump in. Their excitement with the new technology is even greater than that of the consumer as they often see it as a ‘road to riches’.

But is it?

Low cost high tech marketing alternatives and a slow economy have led many businesses to go exclusively ‘digital’ with their direct marketing. They send free or low-cost emails to your computer, recorded voice messages to your telephone and text messages to your cell. While it may be an efficient strategy, it is not always be an effective one.

A recently published case study by Millward Brown actually looked at trying to scientifically understand the impact of hard copy direct mail compared to the digital world (Millward Brown 2009 case study- Using Neuroscience to Understand the Role of Direct Mail). They used functional MRI scanning to determine how the human brain actually reacts to physical versus virtual stimuli.

Here are their key findings:

-Tangible materials leave a deeper footprint in the brain.

-Physical material involves more emotional processing, which is important for memory and brand associations.

-Physical material produced more brain responses connected with internal feelings, suggesting greater “internalization” of the ads.

The scientific results of this study clearly indicate what experienced marketers have known all along. It is an absolute necessity to have an offline strategy that complements your online strategy. And that offline strategy should include physical materials such as direct mail.

History tells us that around 1000 B. C., an Egyptian landowner wrote on a piece of papyrus an advertisement for the return of a runaway slave (Effective Direct Advertising 1921 by Robert E Ramsay). Some consider that the first direct mail piece ever created. Maybe that Egyptian landowner was on to something. What’s old is new again.

With the holidays quickly approaching, I’d like to remind business owners to send Thanksgiving Day cards this year rather than Christmas, Hanukkah or Kwanzaa cards.

Why? It’s simple. During those end of December holidays, we receive enough greeting cards to fill a good size basket. So many in fact, that we quickly forget who sent us cards.

If you wish to send a memorable greeting, that doesn’t offend any of our friends with diverse backgrounds and religious beliefs; send a Thanksgiving Day card. Include a hand written note that says, “Once again, I want to thank you for your continued support. I hope you, your family and your employees have a joyful holiday season.”

Your Thanksgiving Day greeting and expression of thanks will, mostly likely, be the only greeting card to arrive in November and the only one clients will remember receiving …one month before the onslaught of holiday cards.