This is not an "accidental tactic", after the first time. After the first time, when it was done with intention, it was deliberate. It was also a deceptive marketing practice and there's really no argument against that. Deceptive marketing practices are frowned upon in most legal jurisdictions. One may or may not choose to go forward once realizing this, and can not complain if they later feel they were defrauded when the initial contact was so intentionally and deliberately fraudulent. Caveat Emptor.<p>In any case the article goes on to describe the intentionally deceptive campaign then badgered their mailing list with multiple deceptive follow on mailings designed to get them to initiate a telephone chat with a telemarketer at the company who would be acting under false pretenses. Of course this is all clever, it's very clever. It's very similar in design and method to the Nigerian 419 promotions which intentionally use misspellings and obvious falsehoods in order to filter out any potential marks who are not extremely naive. This is valuable as it increases the chances the mark who does respond will be receptive to the game being offered, and as such doesn't waste the time of the marketing artist promoting the scheme talking to savvy or intelligent targets who ultimately won't be receptive to the promotional offering.
Two thoughts: First, I abhor solicitations and junk mail. I discard them without a second thought, and never open them. So I wonder what the success rate of these mailings are, and their cost effectiveness. Do people really open junk mail? I'm even more annoyed when I am tricked on the rare occasion to open them.<p>Second, early in my career I worked as a receptionist. I once received thirty envelopes for the thirty partners in the firm. Each contained an old skeleton key. This was maybe 2003, so to send a metal skeleton key in an envelope to thirty individuals was, by no means, an insignificant sum. My director, upon reading the first solicitation, declared them all persona non grata, toss the letters, and the keys. No one ever saw the letters and the keys wound up at the Goodwill on my way home.
This is really on WSJ? There are a million little tricks and tactics out there like this and this is no more interesting than the next one.<p>It’s a one time thing, it’s pretty unsavory, and like many other shady growth tactics, the mileage one business will get out of this will vary dramatically vs. another business.
Segmentation, personalization and differentiation are the appropriate tactics to use if marketing response rates are a problem for your business.<p>Companies that separate Sales and Marketing roles split introduce a gap where none should exist. The personalization and differentiations should be driven by salespeople's insights and data. Marketing should preface the sales call and carry the deal forward to closure.<p>Most companies are very, very far from an interwoven sales and marketing model that efficiently uses resources and that delivers results.
I don't care if you're trying to gift me a gold bar. If I get even a slight whiff that you're using psychological tricks to sell me something, I'm blacklisting your company.<p>Nothing turns me off faster than sales tehniques. Don't call me a partner, don't waste my time.<p>I've paid a premium to reward an internet company and a furniture store who are simply dead honest and to the point with me. I need a way to find more of these in my life.
a bit off topic, but I think Bed Bath and Beyond should make their slogan "Don't bother coming in here if you forgot to carry around that trash we sent you"<p>I wish the post office would allow me to block anything that said "or current resident"
A friend who sold insurance used to use this “trick” but via telephone. He would call, let it ring twice then hang up. People would see the number on caller ID and often call back.
Curiosity gets people to open mail. Postcards work too. Large ones like Chewy (works like "dialing for new customers" champion).<p>Not too many UPS flats go through the US mail, but they look important and curious.<p>My experience with direct mailers from several ends makes me never to really trust numbers.