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It’s not exactly news: the Internet has changed the world. For the owner of a growing business, an online presence is an absolute must. But the Web hasn’t completely supplanted one of the oldest marketing tactics: direct mail.

While the unit cost of a creative direct mail campaign is often higher than that for many online marketing efforts, it’s still an effective way to promote your products or services in a world where consumers increasingly tune out commercial messages. One survey by Vertis Communications found that 85% of women ages 25–44 — a key category for marketers — have read direct mail marketing pieces they’ve received, and 63% of all adults have responded to direct mail discount offers.

With a properly crafted offer aimed at the right audience, direct mail advertising has four unique strengths that online marketing can’t quite match.

1. It makes an impression. It’s tough to make a banner ad on the Web stand out from all the others. And an unsolicited email message will likely be indistinguishable from the rest of the spam in a prospect’s in-box. A well-conceived direct mail campaign, however, can still deliver the “wow” that gets your recipient’s attention. “When you’re doing the opposite of your competitors, you stand out more,” notes Bob Bly, author of The Complete Idiot’s Guide to Direct Marketing.

   Marketing consultant Al Lautenslager, author of Guerrilla Marketing in 30 Days, says one of the most effective ways to get your mailing noticed is to use a flat piece with a unique shape — from a car to a pizza to a dog. The U.S. Postal Service’s Customized MarketMail program offers helpful information on how to create a mailing that stands out.

2. Your message will reach the recipient. “The definition of junk mail,” Lautenslager says, “is mail that doesn’t hit its intended target.” On the Web, firewalls and other blocking devices are making it tougher to reach prospects with an unsolicited message. “Spam filters learn every day,” Lautenslager adds. “As soon as I create a list of blocked words [such as free or cash], it’s out of date.” That’s not a problem with direct mail.

   Jim Kabakow, CEO of the relationship marketing firm Media Horizons, says that because some sectors, including financial services, are forgoing direct mail promotions due to tight budgets, specialized businesses stand a much better chance of getting their mailings noticed. “There’s a lot less clutter in the mailbox for your offer,” he notes. Of course, you want to make sure your mailing gets read and not just discarded. Kabakow recommends that an offer include something of clear value — a free service for first-time customers, for example.

3. Consumers prefer it. In one study by the Direct Marketing Association, nearly 70 percent of consumers said they prefer to receive information from companies they are familiar with via conventional mail, versus 20 percent who prefer email. Many people, for good reason, are cautious about providing personal information online. Bly says older consumers, even those who are active online, are more comfortable conducting transactions via paper. That’s why the insurance industry is still largely direct mail driven. “People don’t want to give away that kind of confidential information online,” he notes.

4. It facilitates a personal connection. Variable-data printing allows a business to easily personalize direct mail campaigns. More than just including the recipient’s first name in the salutation, it can allow you to mention products or services the customer has purchased previously, or something they’ve expressed interest in. That personal touch is something people won’t get from a spam email. “People like to see their name in print,” Lautenslager says. “They like to see information that shows the marketer has done their homework.” Variable-data printing has another distinct advantage: it enables you to easily compare two (or more) offers to see which one earns the stronger response.