To expand upon the previous discussion a little, there is something I wanted to point out. The lesson plan states the following:
"Why is e-mail such an attractive interactive method for advertisers? Four reasons: cost, customization, response and control.
- Cost. E-mail marketing is relatively inexpensive. For instance, a $20,000 postal mail campaign will cost around $1,000 using e-mail."
That is, of course, true. Direct mail is so expensive, as to be cost prohibitive for many ventures and companies. The best they can do sometimes is hope to package multiple offers and send them as one package, if the mailings aren't really targeted.
However, other considerations than cost need to be made as well. Such as, not pissing people off, for instance. We have come to accept a certain level of "junk" in our mailboxes at home. It almost feels as if they are a public domain, of sorts. But, our e-mail addresses feel much more personal. And when they are invaded as such (even by companies we've allowed in beforehand for those "great deals and offers"), it can begin to feel, well........ like an invasion. And invading a personal space is not great strategy for a company to engage in.
This kind of thing has to be done with at least some regard for respect and limitations. That's really tied up in its success, for serious companies, and not just ones trying to sell you pills and hoping one fish a million will bite.
I have to say, "forward-to-a-friend" marketing is brilliant. It kind of undercuts any real animosity the consumer may have for the company over the very thing I was just stating could help foster it. It takes responsibility out of the company's hands really, and puts it back on your "friends."
Maybe they'll thank you.
If not, it's their fault. Can't really get mad at the company...... even though they were complete enablers here.