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We ran a direct mail piece last week. A five part postcard campaign to our mailing database. I’ve since had three comments from clients along the lines of… “why are you sending me these?”

Marketing to a database is an interesting approach and one that is hard to do without annoying at least someone. What do you do though?

No, honest, I am asking. Maybe, because like many small businesses our client relationships are personal, does that mean that when you send a mailer, it de-personalises the relationship?

I’d love everyone to love everything we do, and perhaps I am paranoid with questions from 1/2% of the recipients, but it does make me think. I know it’s about refining the data. I know it’s about specific messages for specific people.

But, there is also the other side of the coin. That time when you are with a customer who has just spent money with someone else to do something that you do and then they say…. “I never knew you did that”.