Seven Deadly Sins of Direct Marketing

By Paul Kennedy, Head of Professional Services, Broadsystem

Although most marketers put into practice the fundamentals of direct marketing with the aim of maximising return on investment, it’s surprising how often one comes across obvious transgressions, leading to below average marketing performance. This under-potentialisation may be due to a number of factors such as organisational barriers, lack of experience or just straightforward complacency.

With ever more focus on driving positive marketing outcomes, now is the time to have a look again at marketing programmes and maybe challenge some traditional assumptions or common practices. In the same way that the Church has divided sin into a number of categories, Broadsystem has identified seven deadly sins of marketing – some being more severe than others.

  • No focus on maximising the contactable universe

  • eSpamming ‘cause it’s cheap

  • Ignoring ‘at risk’ and leaving customers whilst investing in acquiring yet more customers of unknown pedigree and potential tarts/surfers

  • Ignoring the use of member get member schemes as an acquisition technique in favour of cold lists and exhausted propensity models

  • No provision for control group of consumers for non-contact

  • Keeping a de facto firewall in place between front line customer representatives and central marketing initiatives

  • No evaluation of individual campaigns in the ongoing context of the overall business objectives for the year, but rather in isolation

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© 2008 Broadsystem Ltd. All rights reserved. This document may not be copied or distributed (in electronic form or in hardcopy) without written permission from Broadsystem.   

About the author
Paul Kennedy BSc MBA MIDM is Head of Professional Services at Broadsystem. Prior to this he was a member of Experian Integrated Marketing’s financial services practice. His experience spans all aspects of customer value management across a number of industry sectors including financial services, publishing, travel and leisure and government.