Marketing · Me-tail · Personalization

Batch, blast and hope

No, batch, blast and hope is not the name of a personal injury law firm. It is, however, a realistic description of all too many marketing campaigns these days.

Despite all the talk about deep customer engagement, increased relevance and enhanced personalization, the sad reality is a huge percentage of direct mail and email marketing is still mostly one-size-fits-all (save for perhaps a few tweaks).

It’s not hard to understand why.

Large scale blasts are easy to execute. They reach a lot of people. They’re cheaper than mass customization or true one-to-one marketing campaigns. And it’s pretty simple to measure incremental ROI and generate comparisons to what we’ve always done.

Of course, many of us know that opt-out rates are climbing while click-through and conversion rates are sinking. But when email is “free” and direct mail is dirt cheap why not keep the execution straightforward and the spigots open?

Well, maybe because what used to count as “working” is just as irrelevant as most of our messages?

Maybe because one-size-fits-all just adds to the noise that consumers are increasingly tuning out?

Maybe because in a slow growth world if you aren’t commanding greater share of attention you have little chance of gaining share of wallet.

Batch, blast and hope may be an amusing name for a fictional law firm, but it sure isn’t a marketing strategy for future success. Mostly it’s a prescription for failure.

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