Today I received a direct mailer at work that on the surface was funny, but after some thought was pretty sad. As a service to our clients, we buy printing from any number of companies with varying levels of expertise. As a result of this, we also receive solicitation for services from all sorts of different print service providers.

In today's case, the direct mail piece was intended to tell me about the company’s new “environmentally responsible” policy on paper and soy based inks. Sounds like a great idea, right? I thought so, too, until I realized that not only did I receive this mailer, but 6 other people in my small office received the same mailer. Most of the recipients are not in a position to procure, use or influence the purchase of printing services. The piece in question was a pretty elaborate envelope and well-designed brochure, letter and insert. Happens all the time, right? Why?

Simple analytics, my friends! Basic consideration with whom you are talking and what you are saying can mean the difference between making me a believer or turning me off forever. This is central to today's reality that people are tired of the clutter and only want what is relevant to them.

I find it very ironic that a company interested in making an environmental statement as a marketing ploy would not take the time to check and verify its list before sending out an expensive mailing that completely cancels out any of the goodwill they may have received from trying to do the right thing. Better yet, wouldn't this be a great opportunity to use a cross-media strategy and start with an email? Then follow-up to "opted- in" targets with a sample kit or premium demonstration piece? This approach achieves two goals. First, we drastically reduce expense and waste, and second, we further disposition that prospect in our database, making for more intelligent and relevant dialogue the next time we interact.

Very simple planning on the front end of projects can make a big difference in the project's outcome. Another rather curious footnote to this story...before receiving this mailing we had asked to be removed from their mailing list. Listening is still a very important part of communicating.

Posted by MJ Anderson at 07/15/2007 04:10:53 PM |