While there has been a lot of talk recently about brands abandoning direct mail in favor of digital and social media tactics, this certainly isn’t the case for all marketers,  as Cabela’s and Kohl’s made clear recently when each announced intentions to pour more money into mail. Why are they doing this? Because of mail’s ability to connect with consumers. When Kohl’s announced its holiday marketing campaign late last week, the multichannel retailer also said it has increased its direct mail investment and distribution to insure “shoppers have all the savings tools they need to get the most for their money,” according to a statement from the company. New this year, Kohl’s will also distribute a 30-page December gift guide to Kohl’s charge card holders  in addition to the holiday gift guide and jewelry it has mailed in the past. These efforts are part of an extensive multichannel campaign focused on bringing shoppers opportunities to save on their holiday shopping this year. The effort also includes a first-ever holiday mobile strategy, print advertising, e-mail, an increase in Kohl’s investment in digital and social strategies as well as TV and radio. Multichannel retailer Cabela’s is also upping its investment in direct mail, according to the company’s recent third quarter financial results. With profits up, the retailer chose to take the capital and invest it in direct marketing costs and retail labor, said Tommy Millner, Cabela’s CEO, in a statement. “In our direct business, we mailed additional catalogs and increased circulation further building our market position and heightening our brand awareness and loyalty,” said Milner. In the third quarter, Cabela’s net income increased 5% for a total of $19.7 million, or $0.29 per diluted share, compared to $18.8 million, or $0.28 per diluted share, in the third quarter of 2009. The retailer’s total revenue increased 3.9% for a total of $643 million. Retail store revenue increased 6 during the same period while direct revenue decreased 1.1% and comparable store sales increased 2.4%.