What are mailings at all? Each of us associates them rather with a fragrant box of unwanted advertising offers, and rightly so, because at first glance these are just mailings or serial correspondence sent to a group of people or the mailing list. But should it look like this?
I admit that on my timeline, work on mailings took quite a long episode, because about 2 years I was involved in the preparation, planning and implementation of commercial mailings. And from my perspective, such shipments have their justification due to the real efficiency and effectiveness of such activities. However, a completely different issue is the way they are implemented, which is largely forced by customers. They want to achieve their goal in a very short time. And this goal is to accumulate a certain number of clicks on their website, e-store or event that they promote. Therefore, a significant part of the campaign is carried out in accordance with these guidelines and, as a result, the entire internet is often flooded with unwanted e-mail correspondence. Why is this happening?
If you don’t know what’s going on, then …
Exactly, it’s about money. The customer always wants to buy everything the cheapest and in the best quality and as we know it does not always go hand in hand. The themed mailing databases available on the market have a price and this should not surprise anyone because the construction of such a database often takes years and care for its quality requires care and no owner of such a database will allow daily sending of random e-mails to random people, i.e. popular spam. If he already wants to let some outside party to issue, such a shipment must have a specific value for people in the database and communication should be tailored to the interests of this group. And at the moment, meatball, because the advertiser does not want to prepare content or special offer, and of course, he does not want to pay the appropriate price for such optimized shipping. No worries.
The customer is our master.
Of course, any company involved in the implementation of such projects will not dismiss the client successfully, because the market is just waiting for it. How many times in your life have you heard and because it’s cheaper there and they will do exactly what I need. Yes, you can do everything cheaper. And now open your e-mail account and count how many cheap parcels you received today that you are not interested in … Well, is cheaper always better?
The GDPR did not change much in the subject because it is only a legal tool that allows you to more accurately protect your personal data, but every commercial database on the market has such consents, so the campaigns go on. And what could be changed to improve this situation?
I think that mailing as a tool is a great way to communicate with clients. Nowadays, advertising drips are so intense that the saying has already become a reality, I open the fridge and there is the advertisement, even before you open it, there is another LCD advertising medium hanging on the door 🙂 In this mass, everything to everyone, there is no personalization, no message directed straight to you on a topic that interests you. And just such communication are shipments to our own base. Each company, individual, business entity should have its own customer mailing database because it is the most effective way of personalized brand communication with the customer. No spam or random offers.
Janusz Mobilny 