Hey Look – You're Special … No, You're Not

In marketing, junk mail is one of those things that will always come across your desk. There's nothing you can do about it. Your name is on stuff and companies are constantly sending out mailers and letters to increase their business. It's always a "free" or "discounted" offer and I can understand that it's an effective form of marketing. The problem? What about when you already do business with the company that mass mailed you?

I'll give you a scenario:  I had a brief conversation with my boss about an advertisement letter we received from a company we work with and how the signature at the bottom was printed out to look like the persons real handwriting. The discussion was mainly about how the signature at the bottom was purely pointless, since all personal relationship to the "special" offer was now dead in the water. Our company is not special, you just sent me a mass mailer, trying to make it look like we were important to you, but we're not. Further dissection of the ad in question found that the letter was addressed to "Marketing Manager" and was also available for "any other website run by our company".

What? I thought this was a special offer you extended just for me.

There is also no phone number on the mailer, and I highly suspect that the name of the person would not be able to assist me directly.

What's the point in taking all of that time to "look" real if it's not real? This company in the end, in making us try to feel special, only made us feel like another face in the crowd and made a dent in any kind of relationship they could have established.

I think if a company is going to send out a mass mailer there's a couple of things it should do:

  • If you're going to list a name on the mailer, make sure it's someone that would be able to help a potential client directly.
  • Always include a phone number in case more information is needed by your client.
  • Don't bother with the "printed" signature. If you are going to sign a letter, sign it, otherwise don't even put it on the mailer.

To me, anything else is a little bit insulting and doesn't make me want to jump and do business with the company. I would have preferred a generic letter rather than something that was trying to fool me. What do you think? Can a mass mailer have a personal touch or is a mass mailer out of luck no matter what?

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