BRINGING EMAIL MARKETING BACK TO LIFE WITH DTX™ - DIRECT TO EVERYWHERE

AT MIDDLEMAN, WE DON’T DO EMAIL MARKETING THE WAY EVERYONE ELSE DOES.

The inbox is the most crowded street in marketing. It’s where discounts, newsletters, transactional updates, and “just checking in” notes all fight for space. And most email strategies, whether they are built for B2B or DTC, end up looking the same. Predictable. Forgettable.

At middleman, we couldn’t stand for that.

That’s why we built something new: DTX™ - Direct to Everywhere.

DTX isn’t just another acronym - it’s a new category. Where most agencies pick a side (business buyers vs. consumers), we bridge the gap and engineer emails that transcend the lanes. Because let’s face it, the same person scrolling Instagram at night is the one making a wholesale decision in the morning. The inbox doesn’t care about “B2B” vs. “DTC”, so why should your strategy?

Here’s what makes DTX™ different:

1. Location, Location, Location.

2. We don’t just market on B2B platforms, we don’t just market to DTC customers...

3. We market-to-everywhere…

4. We call it DTX™.

5. Inbox Experiences, Not Campaigns:
   Emails that feel like moments; playful, unexpected, impossible to ignore. Pattern interruptions, subject lines like headlines, and content that’s too fun to delete.

6. Cadence Alchemy:
   Most brands stick to Tuesday/Thursday schedules. We don’t. We tap into timing psychology. Tuning into how humans actually interact with their inbox, and break patterns strategically. The result? Engagement spikes instead of flat lines.

7. Conversion by Surprise:
   People expect discounts and promos. We layer in curiosity, humor, and storytelling - techniques most CPG brands don’t even think to apply in email. That surprise factor makes clicks irresistible.

Why does this matter for you as a CPG brand?

Because your buyers, whether retail partners or direct consumers, are humans. And humans don’t respond to formulas. They respond to experiences.

With DTX™, middleman has cracked a way to merge the best of both worlds: the scale and storytelling of DTC, with the relationship-driven intent of B2B. It’s not Business-to-Business or Direct-to-Consumer. It’s Direct-to-Everywhere.

And the proof is in the inbox: higher responses, deeper engagement, and conversions that feel effortless.

So if you’re ready to leave marketing-as-usual behind, let’s talk. Because while the industry is playing catch-up, middleman is already in the future.