Introduction
Glen and I both grew up in family-owned printing businesses. That shared experience shaped how we see the industry and its future. Today, many people assume that print is a relic of the past pushed aside by email, mobile apps, and AI. But Glen and I take a different view, that print and digital aren’t enemies. Together, they can create some of the most effective customer experiences.
In this wide-ranging discussion, we talk about why direct mail still resonates, how AI is reshaping marketing, and the critical need for marketers to blend physical and digital channels.
The Emotional Power of Print
“Direct mail isn’t junk. It’s irrelevant mail.” That’s how Glen reframed the common misconception and neuroscience backs him up. Tactile mail engages parts of the brain tied to emotion and memory, creating connections digital channels struggle to match.
When people check their mailbox, there’s a moment of focus, a pause in the day that email can’t replicate. In Glen’s words “There are only two or three things in your mailbox every day. You get the audience.”
Digital Fatigue Is Driving Marketers Back to Mail
Marketers are rediscovering print. With inboxes overflowing and social media algorithms throttling reach, physical mail offers a way to cut through the noise. Glen shared that 50% of Americans tried a new product last year because of something they received in the mailbox.
This isn’t about rejecting digital. It’s about understanding that digital channels are most powerful when combined with physical touchpoints.
AI: A Game-Changer or a Creativity Killer?
AI is transforming marketing, from generating campaign concepts to optimizing operations. But there’s a risk of homogenization. As I put it in our conversation, “AI risks flattening creativity into vanilla.”
Glen countered with an optimistic view. He described how training AI on your voice and tone, like onboarding a new assistant can keep campaigns distinctive. “If you don’t embrace these tools, you’ll be left behind,” he warned. I agree.
The Call to Action: Blending Print and Digital
Print and digital are complementary tools, not competing ones. Successful marketers use both strategically to engage audiences, drive action, and create memorable customer experiences.
“Somewhere this week, a marketing director will be fired for relying only on digital,” Glen said. “The audience they needed also required a tactile connection.”
The mailbox moment still matters but it’s time for the print industry to bring that story to the digital marketing world.
Watch the Full Conversation
In this 27-minute podcast, Glen and I discuss:
Our family print shop roots and how they shaped our perspectives
The USPS, mail decline, and what’s next for physical communications
Digital fatigue and why marketers are returning to mail
AI’s potential to transform marketing and its risks to creativity
Why physical and digital channels are stronger together
What Do You Think?
Do you still open and read your mail? Or are you fully digital? Share your thoughts in the comments.
If this conversation resonated, subscribe to TreelinePress for more insights on the future of customer communications.
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