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
Patio Furniture Deals
Motor Home Sales
Visit Costa Rica
Some message from Svetlana I would be afraid to open
African Safari Travel
Plus Size Bras
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!