Pay Attention to All Aspects of Direct Marketing
The post office lost my Mom’s Birthday gift.
After tracking the package online the post office stated that it was delivered. Except it wasn’t.
When I called the USPS customer service line, I was told that “even if the online tracking showed a delivery, it doesn’t necessarily mean it was delivered because, well honey, we move a lot of packages you know.”
As this perplexing situation unfolded I happened to mention my predicament to one of my workmates, who informed me that she too had three lost packages. When she called the USPS she was told, “There’s no guarantee on delivery.”
What’s the lesson in all of this for direct marketers? I ordered this gift through a prospecting e-mail. The e-mail was delivered successfully to my inbox. I responded. I did exactly what the company paid their agency to make me do. From the agency standpoint they sent out a successful e-mail for their client.
But here’s the thing. When the mailer takes out their little spreadsheet next month and looks to see how many open and clicks they got
