A few days ago I was at Groff’s Plant Farm. A friend introduced me to the place this summer. Groff’s is almost perfect. They have one of the most fantastic selections of plants ever, and they are cheap. It’s out in the boonies, but that’s OK.
After paying with a check they told me they’d add my address to their newsletter list, it would mail within the month. Of course, that peaked my interest. So I asked if they sent it via email, too. “No, a lot of our customers are seniors, so they like mail.” Bummer. I hate waiting on snail-mail. And with nearly 7000 people on their list, that’s a lot of stamps.
This gets me to wondering why a business owner only markets through 1 delivery channel at a time. Don’t get me wrong, these guys are clearly smart. They manage planting and selling a HUGE variety of plants both wholesale and retail. So huge they don’t even list the varieties on the website. It’s a monster operation. An emailed newsletter would have exactly the same content as the print version, you wouldn’t write two. You would just deliver the same thing through two mailing methods: “Send” and “Stamp.”
Think of the savings. Even if only 30% of their customers preferred the email version they would still save over $800 in postage alone. Not to mention print costs. And quicker delivery. Quick delivery has to be pretty important in a seasonal business.
In fact, as I write this, I realize delivering a newsletter via mail and email is exactly the same concept as having both a retail and wholesale business. You don’t sell different stuff wholesale than you do retail. It’s the same rose-bush, just marketed to two different customers.
What do you think? Do you send your newsletter one way or different ways to different customers?
BTW – Groff’s big sale is July 10. One day. Don’t get in my way.