"Stamps (remember those?) make direct mail work," says Seth Godin in a post at his blog. "Because it costs money to send a piece of junk mail, you'll think two or three times before you mail something to a million people." And how.
But because they think of email as "free," some companies aren't as circumspect about email campaigns. They're less likely to weigh the value of an offer, and more likely to hit "send" on any old thing.
One such retailer raised Godin's ire in two ways:
- Using an opt-out policy to build its email list
- Sending him an offer for diapers
"I've never purchased diapers online, since my diaper purchases predate online diaper shopping," he explains. "And my hope is that I won't be buying Depends for another fifty years or so. Drugstore.com should know this. And yet, because it's apparently free to email me, some lame brand-manager says, 'sure, do it!'"
The ultimate cost of irrelevant email campaigns can be far greater than the postage spent on a direct mail piece. According to Godin, they:
- Cause hard-earned subscribers to unsubscribe
- Train recipients to ignore you
- Create negative word-of-mouth
The Po!nt: Is it worth it? Before you send your next email campaign, ask whether each message is worth the stamp it would cost to send it by regular mail. That one question could save money in the long run.
Source: Seth Godin's Blog. Read the full post here.
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Comments
by dave conover Wed Oct 14, 2009
though my business is shifting from traditional print-based campaign design towards online campaigns, some universal strategy and logic remains. this post reminds me of that i still need to think smartly about email campaigns instead of being lured by it's seemingly "free" attributes.
by Lloyd Burrows Fri Oct 16, 2009
Seemingly "free" indeed. Nothing is free.
COLD, COAL FACTS. According to the West Virginia Coal Association, it takes about a pound of coal to create, package, store and move 2 megabytes of data. Also, the average online visitor (12 hours per week) uses more than 300 pounds of coal each year. And the total demand for electricity from personal computers amounts to 8 percent of the U.S. electrical supply.