The Newest Junk Mail Hater
* By contrast, a wee 20,000 test in four states will go unnoticed, as will the confirming tests of 200,000 and even 2 million. By the time savvy marketers have a fix on the ROI—thanks to judicious direct mail testing—they can go out via more direct mail, inserts, space ads, television, phone calls, the Web, billboards and skywriting. The market will be creamed before the rascally copycats can get an RFP out to their man in Taiwan.
* A consultant e-mailed me with the following question: What do I tell my clients who are upset when customers complain about receiving so many catalogs? The response:
If I had a store in your neighborhood, I would know when you are ready to buy because you would come in and make a purchase. As a cataloger, I don’t know when you want to buy, so I have to periodically send you my “store” to alert you about new products and offers. You are able to shop my catalog from the comfort and convenience of your home without spending money for gasoline or wasting time going from store to store looking for just what you want, only to find the store is out of stock. My entire reason for being is to be able to get you what you want and save you time and money. I am honored that you are a member of my family of customers. Thank you.
What Goes Around Comes Around
Twenty-one years ago some sensation-seeking jerk like Pankaj Shah dumped on junk mail, and I ran a column much like this one in Peggy’s and my cranky little newsletter, WHO’S MAILING WHAT! (now Inside Direct Mail). It triggered the following letter from Bill Jayme:
Apropos of your excellent defense of junk mail in your September issue, here’s another that we did back in the early 70s for the DMA when Congress was threatening to withdraw Third Class preferential rates. Change “dime” to “quarter” for that phone call and everything still holds, no?