Message & Media: Mind Your Message
Needless to say, the objective was obscure, the message confusing and the 14-page format overwhelming. Sprint even hid the offer (up to $150 instant savings on a new phone) under a gatefold and used the letter’s P.S. to send me to a Web site landing page to watch a video starring a Sprint VP.
Here’s the real killer. There’s no way to track response. There’s a locator map for the closest store but no gift certificate or coupon. The mailing mentions at least 13 different landing pages, but none I visited required registration for tracking.
So, here’s the question: While Sprint used its database to send me a quasi-relevant message in a direct mail format, is this direct marketing?