Targeted Marketing…not so much!

I have to laugh every time I read something that says print is dead.  Likewise, I laugh when I accidentally answer the phone to discover I’m trapped on a call with someone selling “exactly the email list I need.”  The message is always the same.  “Print is dead.” “Millennials prefer electronic communications” and “marketers in the know use informed email marketing to sell their stuff.”

Is that so?  Today I received more than 150 spam messages.  There were more that got through deserving to be trash.  A partial list is as follows:

Oil Change Deals

Social Work Education

Ceiling Fan Deals

3 Year Loans

Breast Augmentation

Breast Reduction

Climate Reality

Patio Furniture Deals

Depression

Motor Home Sales

Teaching Degree

Reverse Mortgage

Jewish Singles

Timepieces

Visit Costa Rica

Swimwear

Stop Smoking

Cigar Deals

Some message from Svetlana I would be afraid to open

eHarmony

African Safari Travel

Bathroom Renovation

Cremation Services

Plus Size Bras

Nursing Degree

Medicare Help

Like I said, this represents a partial list.  There were more than 150 messages in a single day.

Now compare that to my mailbox (USPS).  There were six pieces of mail.  The full list is as follows:

A catalog from Land’s End.  I ordered some boxers.

An invitation to a retirement seminar.  I don’t plan to go but I am the right demographic.

A notice from my bank explaining a new service.  I plan to sign up.

A new business announcement from down the road.  I’ll check it out Saturday.

A power bill.

A water bill.

Which has more clutter? My mailbox or my email box?  Which path has the best shot at getting noticed?  Which one has a better chance of making a sale?

Email is cheap.  Consequently, it’s full of junk.  Informed? Do we really think it sells more stuff than direct mail?  I think not.

Print isn’t dead.  It’s dominant.  Say yes to the mailbox!

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