Don’t Ask Email to Do Direct Mail’s Job

Are you trying to acquire new customers by sending emails to a rented list? That’s like hammering nails with a screwdriver. You’re misusing the tool, and things could get ugly.

Those rentable email lists may be opt-in – that is, people agreed to subscribe – but most likely, recipients aren’t interested in what you’re promoting. Your message is easily mistaken for spam. And that, in turn, can be the kiss of death for your brand.

Email is a retention medium — a channel for keeping in touch with existing customers. Sending consistent emails throughout the year helps you stay top-of-mind.

When acquiring new customers is your goal, reach into your toolbox
for a more appropriate tool: direct mail.

Direct mail lets you solicit new customers with an enticing offer. That offer leads them to your website, where they can provide you with personal data in exchange for the enticing tidbit you’ve promised. And that, my friends, is how you build a valuable email list.

Email and direct mail are both great ways to reach people. Just remember to use the right tool for the job at hand. To see examples of great direct mail and email campaigns, contact me at

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