I checked my mailbox yesterday and what did I have? A handful of what we call “junk mail.”
You know what I’m talking about - “0% interest until 2012,” “Get two 20 ounce bottles of cleaner for only $9.99!” “Want to refinance your mortgage?” As usual, I immediately threw away this mail while wondering how many trees were sacrificed for its meaningless purpose and pondering its ramifications on our ecosystem. (Okay, I’m from Austin, it’s my inner hippy speaking).
As a person in marketing, I have to wonder to myself, “who the heck came up with this marketing strategy? Isn’t direct mail in this form dead?”
This is why opt-in marketing is so important. In my opinion, it’s the sign of a truly successful marketer. I think this is what social/next gen marketing/web 2.0 is all about. Get your audience to listen to you - voluntarily. Read blogs, subscribe to an RSS feed, join a group, sign up for e-mail communication - these are all things that you want your target market to do.
So here’s to you, Mr. Direct Mail Spammer. I know that the days at your job are numbered.
Keep your trash to yourself…
