Its more intrusive than an unexpected house guest and more irritating than a car alarm that wont shut off! Im talking about internet spam you know, all those unwanted messages from someone in Nigeria, begging you for money or the myriad of offers guaranteeing to enlarge. . . well, you know!
Yes, today internet spam has become one of the most-hated things in our lives. And, in spite of my filters and blockers, some still gets through and Im forever hitting the delete key. In fact AOL, alone, recently told the Washington Post it blocks more than 780 million spams daily and it cant get them all. Thats 100 million more messages than it actually delivers! Spam now accounts for a reported 30% of all email and its growing rapidly. The result is electronic marketing has some serious problems today. Similarly, studies indicate consumers are increasingly rejecting what they view as intrusive Internet advertising techniques.
Now Im not suggesting there arent good uses for electronic marketing. There are. For example, every dealer should have a good Website. But the highly touted e-newsletters and e-mails arent necessarily getting the message to the customers. Thats why theres a business migration back to good old, reliable direct mail. And whats the best read direct mail piece today? A postcard! Coincidentally, its also the cheapest printed promotional piece you can produce.
Lets face it - no one throws away a postcard without at least looking at both sides. Moreover, everyone still takes the regular mail seriously. Its still compelling. We wait for the mail to arrive. We complain if its late. When theres no delivery on Holidays, we feel like somethings missing! When we get home, the first thing we still do is go through the mail. Even at the office, we usually stop whatever were doing when the mail arrives. Admit it or not, mail is still a priority in our lives. Therefore, it remains a viable ad tool for us.
So at a time when were all competing harder than ever to get even the simplest of messages across to customers and prospects, its a great time to fall back and consider using the simple, inexpensive and compelling postcard.