Last week Olivia Felini received mail.
This is important because it could cost your business money.
The mail came from Microsoft adCenter. It's an impressive piece: expensive card stock, attractive graphics, good ad copy. It cost a lot of money to prepare and mail this.
The problem is Olivia does not subscribe to magazines, fill out product warranty cards, or belong to associations. And (most important) she does not have a credit card or a check book.
But she does have a web page.
The brilliant wizards at Microsoft have invented a web technology that can harvest names with addresses off of web sites.
And that brings us to a disturbing possibility: there are millions of web pages dedicated to pets, toys, and virtual friends. So a computer generated mailing list could contain names like Spot Barkanoff (a dog), Daisy Pinkshoes (a doll), and Olivia Felini (a cat). None of them have money.
So, be careful.
Of course, every mailing list contains trash entries that are obsolete, inaccurate, or wrong, and computer-compiled lists will contain a larger fraction of useless entries.
Consider this:
1. You will be more successful contacting people who have an interest in your products and services. Focus only on qualified buyers.
2. Compare results with costs. A mail campaign is supposed to make money for you. Sending out tons of mail is impressive only when it brings in tons of orders.
3. Mail campaigns are the least efficient way to contact people. Most people sort mail near a waste basket, tossing the junk mail in the trash unopened.
Unless, of course, your mail is sent to Olivia Felini. I save her mail as an example of poorly-targeted advertising.
Much success,
Steve Kaye
714-528-1300
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