Marketing is, to a lesser extent, about counter-programming. So, when everyone is doing online, do print, or radio. I started doing physical mail campaigns two years ago because the response rate was much higher if you did a high-end item. But that naturally means doing it as a smaller scale. Your mileage may vary as I think everyone is onto it now. I've received 2-3 fairly unique physical offers in the mail in the past two months.