Posts Tagged ‘direct marketing’

So why is it that people can’t read their own data?

I received a piece of DM from a marketing agency recently. It was creatively good. It inspired me to delay its arrival in the bin. I opened it. So far so good; most DM doesn’t get that far. I even spent a couple of minutes reading it.

The call to action invited me to follow a personalised URL, e.g. agencyname.com/myname. I duly did this and arrived at a website where I answered the questions. The last question said words to the effect of ‘can we talk more about this/can we call you?’ I replied no…for more than one good reason.

Since then I’ve received an email from one person and a phone message from another.

I said NO.

For goodness sake; if businesses are going to use this type of B2B marketing please listen to the answers given!

The reason I’ve not named and shamed the agency concerned is that I actually like the director I’ve met from there. But really, as we already know each other, I do wonder why he is sending me DM rather than something a bit more personal.

Saab UK has just sent me an excellent piece of direct mail. The small lumpy envelope contained an ‘honorary employee’ badge on a lanyard.

The hook to the offer is the opportunity to buy a Saab at Saab employee prices. These presumably wonderful prices aren’t stated. To find out more I need to go to my local dealer, Saab Reading.

A simple, compelling and clear message. Well done to Saab and whoever their agency.

I did chuckle…before I unsubscrided to the emails. I would rather have hoped that an email to me asking me to re-start subscriptions to the magazine Data Strategy would have been addressed to me. Wrong, it was addressed to Ms Ramsey.

I didn’t notice that error at first. Actually I was marvelling at the bad email. Not a single mention of any benefit to me if I did subscribe. Here it is for you to enjoy.

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Re-start your free subscription

Dear Ms Ramsey,

Reference Number: 3920515

Over a year ago, you registered for free copies of Data Strategy. At the time, we might not have explained that, to continue receiving complimentary copies of the magazine, you need to re-register every year.

Please follow this link to re-start your free copies >>

If you are NOT the person named above, please use the following link instead:

New reader application >>

Alternatively, you can print out a free application form at:http://applynow.centaur.co.uk/pubpdf/ds/Browse.view Please complete this and fax it back to 020 7970 4099.

I look forward to sending you your copies for another year.

Yours Sincerely,

Ed Tillotson Publisher

P.S. Do you have any colleagues whom you think would benefit from receiving their own complimentary copies? If so, forward them this link: http://www.data-strategy.co.uk/apply

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