A few e-mail tales have come to my attention recently.
The first was a million name e-mail blast that drew a total of 8 orders...
The second was an e-mailing of 5000 well targetted solicitations that drew neery a response...
The third was an important newsletter that was only opened by 12% of the recipients.
E-mail is so plentiful, so screened and often surprisingly inefficacious.
Now, I'm not one to say the world is flat, but the point is there are flatlands on the planet and regular mail is much better for many applications: it is real, it gets seen, it gets read if you send it to the right people.
Not so for e-mail; many have just too much of it and don't actually have time to read anything but the most important that gets onto the screen.
Keep all of that in mind when you are planning your next campaign. For your best prospects, it makes sense to send them something real.