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December 5, 2009
Why Bank Marketing Makes Me Angry.
I was thumbing through my mail at home and noticed the invitation for the Chase Ink Business Card addressed to my daughter. Too bad my daughter hasn't lived at home for almost 6 years. And the fact she is not a business owner...I guess that is a nit.
Next up, the invitation from CapitalOne Small Business for Trinity Ny Deli (what the heck is that?) sent to my wife's attention. Completely ludicrous addressing AND mistargeted.
Given rising postal costs, I am continually surprised how much mistargeted or misaddressed mail I receive, especially from banks. I understand all the excuses and rationalizations used for these mailing. I am certain that buried in the piles of response rate stats that (hopefully) companies like CapitalOne use to justify their bombarding of my mailbox, is something to explain how a business owner who happens to receive a misaddressed item could end up as a customer. But, increasingly, "spray and pray" mailing "looks" like bad business to consumers who are getting used to the controls they have in new age social networks. Weary of advertising, junk mail in the box looks both economically profligate and environmentally reprehensible.
With the power of modern analytics, mail programs can be smarter. Why is is that our banks can't seem to get it?
Posted by jcioban at December 5, 2009 4:18 PM
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