Dorfman Milano

BACKGROUND

Dorfman Milano is a family owned business with over a century of hat making experience.  They take pride in offering nationally recognized headwear brands like Scala, Justin, Panama Jack, Seager, Biltmore, and Larry Mahan, while also manufacturing private label hats for key specialty retailers and apparel brands. With their own manufacturing facilities in the USA, Mexico, Sri Lanka, and China, they're able to control costs and deliver high-quality, designer hats at competitive prices. Their commitment to exceptional service means orders ship within 24 hours, and with an opening order minimum of just $300, partnering with them is both easy and efficient.

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‍CHALLENGE

Wholesale companies today face significant challenges in both reaching new clients and maintaining existing ones. With increased competition, digital saturation, and changing buyer behaviors, it’s harder to capture attention and build lasting relationships. Many retailers are cautious with purchasing due to tighter budgets and unpredictable demand, making it difficult for wholesalers to secure consistent orders. Additionally, loyalty is harder to maintain as clients often prioritize price, speed, and flexibility, forcing wholesalers to continuously prove value through exceptional service, responsive communication, and product reliability.

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APPROACH

Dorfman Milano uses personalized, brand-specific handwritten notes to elevate B2B outreach and deepen relationships with retail buyers. These notes are strategically sent for key moments—such as trade show invitations, new collection launches, and retailer follow-ups—to create a memorable, human connection in an increasingly digital world. Each card reflects the Dorfman Milano brand, and key partnerships with messaging tailored to the recipient and the occasion, whether it’s introducing a new line, encouraging a retailer to visit their trade show booth, or to book an appointment.  To boost response and encourage action, many cards include an exclusive discount or limited-time offer, making the message not only personal but valuable.

To make the experience both personal and actionable, every card features a QR code that links directly to an appointment booking page, allowing retailers to schedule time with the team in just a few clicks. Varying handwriting styles from different team members add a layer of authenticity, while the branded messaging reinforces Dorfman Milano’s premium identity. This thoughtful, measurable approach helps turn outreach into meaningful conversations and long-term partnerships.

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CARD EXAMPLES

‍RESULTS

NuOrder Migration Campaign

This campaign was mailed to a large audience, introducing the exciting transition from the NuOrder platform to the company’s brand-new, custom-built B2B portal. To celebrate the launch and drive engagement, recipients were offered an exclusive 10% discount on their first order. A prominently placed QR code on the front made it easy to access a dedicated landing page, where vendors could quickly register and claim their offer.  With 121 new leads completing the registration form, it’s an encouraging start to a new chapter in digital ordering.

Trade Show Prospecting 

Since August 2024, four trade show-focused campaigns have been deployed, reaching a total of 1,541 recipients. These campaigns have proven to be highly effective, delivering strong ROI thanks to their relatively low cost compared to attendee volume. Because participant lists are provided to all vendors, the outreach process requires minimal effort while ensuring broad and targeted exposure to qualified prospects. 

As a result, the campaigns generated 12 new show appointments and secured orders large enough to cover the cost of their entire program.  An impressive outcome considering this campaign represented only 1.50% of their available sends.

B2B Current Customers 

This campaign reached 1,748 of their current customers and introduced the launch of the company’s newly updated B2B platform, which was redesigned based on direct customer feedback. To drive engagement and encourage first-time use, the message included a 10% discount code for recipients to apply to their first order. As a result, the campaign successfully added 97 new B2B users, representing a 5.55% conversion rate, and demonstrating strong initial traction and user adoption.

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CONCLUSION

The impact was clear. Through just three campaigns using IgnitePOST handwritten notes, the team reached a total audience of 15,912 recipients. These efforts led to 121 completed registration forms, 97 new user sign-ups on their updated B2B platform, 12 new show appointments, and large orders (enough to fully cover the cost of the IgnitePOST program) for a 6,569% ROI.

These handwritten notes aren’t just mail, they’re strategic brand touchpoints deployed at key moments like trade show invites, new collection launches, and retailer follow-ups. Each one is carefully crafted to reflect the Dorfman Milano brand and its partnerships, delivering personalized, high-impact messaging that breaks through the digital noise and builds lasting relationships.

ABOUT IGNITEPOST                     

IgnitePOST helps brands create meaningful, memorable moments with your customers.  Our real pen-and-ink handwritten notes cut through the digital noise, delivering surprise and delight at just the right stage of the customer journey.

If you’re interested in learning more about our handwritten notes or setting up an API integration with your CRM, reach out and contact us! 

www.IgnitePOST.com

support@ignitepost.com

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