Direct mail isn’t cheese, so there’s no reason it should stand alone
Try emulating Martha Stewart’s strategy of brand omnipresence.
The domestic diva’s company drops 25 million pieces of direct mail annually. A consumer might see one of Martha’s 150 kinds of glitter (yes, 150) on a mailing, and go online for craft ideas. There, the consumer is also hit with TV clips, blogs, places to sign up for e-newsletters and a link to sign up for Sirius XM radio, where Stewart has a channel.