Last week we looked at a sad case of Smug Complacent Agency Mail (SCAM) from somebody with an ebook and a great deal of hope. Where last week’s example was probably a lazy agency with a good idea, this week’s is, in my opinion, malpractice. This large padded envelope arrived one day in July and […]
Why Are We Still Sending Bad Direct Mail? Part 1
Even postal strikes aren’t what they used to be. Sure, there are picket lines, barrels full of burning stuff (what do they burn, anyway?), and a much emptier recycling bin, but the payoff isn’t there. It used to be that the end of the strike was a bit of a postal Christmas morning. Beloved magazines, […]
Two Honourable Direct Campaigns
Just for the record, I’m not opposed to direct mail or paper or cleverness. I happen to think physical direct mail has more impact than its electronic cousins, and that good direct marketing is a prudent use of resources to drive a desired end. Done poorly it’s just junk. If it’s clever but wasteful, pointless or […]
You’re Still Not Green, You’re Just Clever
Ah, yes, Earth Day. Our annual reminder that what we do isn’t particularly nice to many other creatures. Happily, the trade media turn their Mirror, Mirror on the Wall rhetoric up to high and devote entire issues to reassuring us that we are the Greenest Ones of All, despite all kinds of evidence to the […]
Why Sacred is as Important as Relevant in Email Marketing
Relevance is determined as much by its imposition on sacred times and places as it is by subject matter.