Passaic Promotes Net Emails

A small local agency aims to be a pioneer of Internet-based direct mail.
Email is cheaper, faster and more versatile than paper communiques, said Robert Rosenthal, founder of 11-year-old Passaic Parc in Wellesley, Mass. The agency intends to build a department that specializes in permission-based email programs targeting the burgeoning ranks of online consumers.
Permission-based emails are not indiscriminate; potential customers choose to receive the messages.
“We don’t believe in blanketing the world,” Rosenthal said. “That’s not productive.” He wants to develop unconventional, interactive messages, as opposed to text-only, “so that when people get email, it rocks them [just] like great advertising does,” he said.
Rosenthal said he provides the service for 50 percent to 80 percent less than paper direct mail campaigns.
A recent mailing to 10,000 technology professionals for DataFlux, a Raleigh, N.C.-based software firm, cost only $3,800 and prompted 152 requests for information. “We’ve been very happy with it, and we’ll continue to do it,” said DataFlux president Steve Weihe.
His only concern is that digital direct mail will become too popular. “I’m afraid there’s going to be so much noise that the challenge will be to break through the clutter,” said Weihe.