notes and views on products and people who make them

Word of the day

Target Marketing’s annual survey of marketers revealed that direct mail delivers the strongest ROI for customer acquisition and second strongest ROI for customer retention (behind email).

My take: The direct mail-naysayers can take all the potshots they want — the marketing community has spoken. I would, however, like to see Target Marketing add WOM marketing and social media to their list of methods next year. Cumbaya marketing — the darling of some of you (you know who you are) — didn’t make the list this year, and hopefully never will.” – Ron Shevlin [emphasis mine]

Kumbaya marketing – hey, yeah, that’s me alright.

Tell you what, though: whoever purports to find “ROI” in direct-mail, of all things, in customer acquisition and retention is right in the sense that dead-tree mail is cheap and there are still people out there opening and reading all their mail instead of putting the spam-mail where it belongs, the waste basket. Fine with me. But is it really the method of reaching 21st century, educated, opinionated customers? Is it really?

Yes, the shock of seeing where the market is vs where it should be.

March 23, 2008 | Filed Under CRM, Rants 

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