December 12, 2009

To That Special Nobody

The people over at Vertical Response insist that one of the great benefits of direct email is how it lets you personalise a mass-mailing.

I agree.

Even when I know that I'm one of many, a note addressed to me by name can make me feel like I'm a very special one in a million.

That's why it's so disappointing to receive a mail from them addressed to: FIRST_NAME / Vertical Response Customer.

Now, I'm no longer a customer of theirs since discovering their competitor, Circulator, but I still feel a little snubbed by their message.

What I can't understand is how they allowed this to happen. It's just a simple mistake you might say, but one of the beauties of direct email is that it allows you to send a test version and iron out any wrinkles that result.

A careless click of the finger has undone much of the good reputation that Vertical Response has built up over time (I'm assuming that I'm not alone in my disappointment). Even more vexing is that no-one over there seems to have noticed, and I haven't received the quick follow-up note that might smooth my ruffled feathers.

Direct mail offers a great opportunity to speak in a personal way to our customers, but Vertical Response have messed up on this opportunity and I'm not so inclined to welcome their messages into my In-Box anymore.

Over To You: What impersonal messages have left you cold recently?

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