Immune to Marketing
Posted on November 09, 2004 by Sarah Eaton.
There's this documentary, The Persuaders, airing tonight on PBS (sans commercials, of course) that suggests that we, as Americans, are becoming like roaches who have been sprayed to the point of immunity when it comes to ads.
I'm going to withhold judgment until after I've watched it, but if we suppose for a moment that this is true, that we're all closing our eyes unless something really pries our eyelids back, what does that mean to someone who does email marketing campaigns? How do we combat being perceived as simply another annoyance?
One of the solutions is segmentation (reaching out to the people on your list directly via 1:1 marketing, rather than as a faceless mass email); another is the ultimate goal of newsletter marketing: providing true value.
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