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This time the article is not about an ad, but a new format thats being introduced by 'Dont Spend Just Send" for advertisers to reach out to customers with their direct mailers. This was showcased at the startup saturday by its founder Mr.Niranjan.

What this webiste does is it enables everyone to send greeting cards to near and dear ones for free!! What it also does is it provides advertisers a new channel to send direct mailers along with these cards. Since the cards arrive with names known personally to recievers the open rate of this "direct mailer" is hoped to be 100%.

Heres how it would work, a user gets to select a card, hopefully customize it and provide addresses to be shipped to. Two unique parameters get captured, the occasion and the location. The cards would then be printed sealed in an envelope with From and To addresses prominently on it. What also happens in between is that a few relevant direct mailers get inserted. Advertisers are charged on a PPC model ( pay per card ).

Niranjan - who also runs an ad agency, says the advertisers are more than warm to this idea.

I think its a good idea and hope that the privacy of senders and recievers is maintained. If all goes as per plan there would be a good sized database of users and their relations to encash on!!. Identity theft?

It would be interesting to find out from an advertisers perspective what metrics would be provided.

Since its free the ratio could get skewed towards more senders and less advertisers. More like in the web world, you might have a million page impresssion and nobody would be clicking the "buy" or "register" button, so you might have a thousand cards being delivered to "location A" but no advertiser to sponsor it.

Question, What happens if a user sends a card to friend in "Location A" everyday or worse every hour?