Re: UKNM: SPAM, SPAM, SPAM

[aajgray]

Can't help but get the feeling there's a song in that title.


Baaaa


Wounded All Black



> <devil's advocate>

>People react differently to e-mail now, but that might

>change. I bet the first person who got a Readers'

>Digest flyer through the post was pretty surprised

>too.

</devil's advocate>

>

>Mark Wrote:

>direct marketing has thrived on the assumption that

>the 3% who respond are worth the 97% who think you're

>a bunch of wankers. i fear the same logic will apply

>to email

>

>Mark

>

>JB Says:

>I agree with this. Most people forget that it's not JUST about response

>rates, but also about customer perception. If I get a response rate of

about

>1% from SPAM (and, as said before, IT IS SPAM!) then there are 99% of

people

>who are unimpressed. Some will have such a poor impression of us that they

>won't EVER consider our services again. Now this IS damaging to the brand

>and service.

>

>Not only that, but it will also be appealing to the bargain hunting crowd

of

>customers that inhabit the web. These are the most dangerous customers -

>they will always find someone selling the products that they want at a

loss,

>they are completely disloyal and just chase around after the best deal. I

>can't be too critical of them (as some of the list run websites that appeal

>to this kind of customer) but these people aren't really WORTH targeting.

>

>As for direct mail, it is different to direct email - but that has been

>explained previously.

>

>Cheers

>

>John



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