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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