Horrified by My Party!
[Editor's Note: Denny is delighted and honored to have irate direct marketing legend Peter Rosenwald step into his weekly Business Common Sense rumble.]
I have been the victim of an undisciplined and uncoordinated blitz of emailed invitations, entreaties, appeals and just plain badgering from the Democrats almost every day since the election.
Let me lay my party card on the table.
I have been a Democrat as far back as I can remember. I worked on the JFK campaign and helped start Democrats Abroad in London when I lived there in the 1960s and 1970s. One of the proudest moments of my life came five years ago seeing Barack Obama elected President.
Shooting Themselves in the Foot
That confessed, as a data-driven marketing professional from the Frank Johnson, Dick Benson, Lester Wunderman school, I am horrified.
I can't be the only one just a hair's breadth away from consigning all future communications from my Democrats to the SPAM bin. This pains me because so many serious issues deserve our active support.
Putting the important gun control issue aside for the moment, the party seems in grave danger of shooting itself in the foot.
"Wi$hing You and Your$ a Happy Ea$ter, Peter ..."
Imagine Easter Saturday and Sunday, receiving 20 emails—yeah, 20 emails in two days! A sampling of the subject lines:
• FW: I didn't expect this, Peter
—Democratic Headquarters, Sunday 3/31/2013
• I didn't expect this!
—The National Memo, Sunday 3/31/2103
• I didn't expect this, Peter!
—Nancy Pelosi, Saturday 3/30/2013
[See the media player at the right for the complete list of 20 emails.]
Is this just donation inflation or does one hand have no idea whatsoever of what the other one is doing?
Do the Democrats not know or care that their database should immediately and correctly 1) flag donors and 2) these donors should receive appropriate communications and not mixed messages?
Peter J. Rosenwald is an expat American living and working in Brazil; founder and first CEO of Wunderman Worldwide, International Division of Wunderman agency) and first chairman of Saatchi & Saatchi Direct Worldwide; strategist and senior executive in charge of building subscription and data-driven marketing for Editora Abril, Latin America's leading magazine publisher; founder of Consult Partners, active strategic marketing consultancy working in Brazil, U.S. and U.K. International keynote speaker on data-driven marketing and author of "Accountable Marketing" (Thomson), "Profiting From the Magic of Marketing Metrics" (Direct Marketing IQ), and "GringoView" blog author for Brazilian Huffington Post. With an international perspective, my blog's purpose is to share my maverick views of this business I've spent the last half-century working in, enjoying and observing.