With technology offering marketers so many options to reach customers, a question is raised: is direct mail still effective, or is it passé?

In her article "Still in Style" for Target Marketing, Pat Friesen has good news for traditionalists. When married with a high quality and targeted list, direct mail is still an effective channel in an integrated marketing campaign.

She explains why direct mail is still relevant.

It's tangible. People need to look at it, touch it, and read a small portion (or more) of it before they decide whether or not to throw it away. It's more engaging and memorable than deleting e-mail from an inbox.

It's hand-delivered to recipients by a government employee. This is where important mail comes from. Direct mail is seen as more important and personal because of the means by which it is delivered.

A creative direct mail piece stands out. It stands out more in a stack of mail rather than a uniform e-mail message in an inbox. With color, shape, size and paper elements, direct mail has the power to catch the eye.

The recipient feels in control of the advertising, not interrupted. Whereas an inbox may be considered sacred and personal, direct mail is not as intrusive. The piece can be filed away, passed along to a colleague, or set aside for a later time.