Welcome to Direct Mail Growth

Nobody mails anything anymore. Seriously, go check your office mailroom. A decade of "print is dead" talk emptied the channel out, and what's left is mostly catalogs and insurance offers. Meanwhile everyone's cold email sits unread in a tab with 40,000 others.

That gap is the whole reason this blog exists.

We write about physical outbound here. Direct mail, corporate gifting, handwritten notes, the occasional ridiculous box with something lumpy inside. Some of it works shockingly well. Plenty of it doesn't, usually because the list was junk before anyone picked a format or wrote a word of copy. Lists are boring. Lists are also where most campaigns die, so expect us to go on about them.

You'll get the numbers side too, cost per piece, what response rates are believable, how to tell whether a campaign made money or just made noise. And when a $2 postcard beats a$90 gift box, which happens more than the gifting industry would like you to know.

First proper post lands shortly.