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Personalized Direct Mail: Theory or Reality?

January 30, 2013
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Yesterday, I received a direct mail piece from my local grocery store which immediately caught my attention. The mail piece was personalized on the outside with my name in color and it promised great deals and coupons on the inside. I opened it right away. I was quickly disappointed when I looked at the contents, however. Not a single coupon in the mail piece was for something I would actually buy. There was $2 off a 12 pack of soda. Is that a good deal? I have no idea because I never buy soda...

 

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Is Personalization Creepy? - LinkedIn Discussion of the Week
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You're a guy. You're on Facebook. You're thinking about going to that party tonight while absentmindedly checking out your new friend request and—Bam!—you get bombed by a creepy condom ad from the hypothetical son you could create if you meet someone tonight and you're not careful. That's the scenario that probably played out for plenty of men targeted by Olla Condoms. It's what Target Marketing magazine blogger Rio Longacre calls "The creepiest social campaign I have ever seen."
 

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