“I also think some products lend themselves to a form of marketing, like all of us I get through the front door the usual leaflets and my wife keeps the odd one and I always ask her why that one and 9 times out of 10 the reply is just in case I need x
Never is it instant, and often if she see it 2 or 3 times then it gets kept.
”
The missus works in traditional marketing, and she was saying the reason you get bombarded with things like financial products, is that its a very hard market to gauge when someone is in a buying mode. So you have to keep up a blanket approach, in the hope that the one morning you wake up with the need for a new credit card, there on the door mat is the regular one from your bank, or capital one.
I suppose you can apply the same to online marketing, and email campaigns, where the cost will be less compared to direct mail.
But regardless of how many I put in the bin, or delete from my inbox, if it wasn't viable, these big boys wouldn't do it.
From our own data and mail stats, looking at some of our upsells, we can see they have received multiple promotional emails from us in the past, then for whatever reason, they move into a buying decision. Reinforces the idea that buying in and sending cold data doesn't work for our particular industry.
But it is fascinating trying to get into the mind of a consumer.
As opposed to having a good old natter.