Letter: Catalogers Work to Create Bond of Trust With Customers

Share this content:
I agree wholeheartedly with Wendy Lazar about telemarketers ("Best Practices," Feb. 25). They operate differently than we in the direct mail industry do. Our customers and prospects have the easy option of throwing away unwanted mail. The telemarketer calls at home and is intrusive. I bet most people would be happy to never get another telemarketing call, yet polls show that consumers want their catalogs!

As the owner of babyshoe.com, a small baby-gift cataloger, I, too, have sworn off mailing lists, though for different reasons than Lazar. I happen to know Lazar and understand the unique position she is in, having to vigorously protect the privacy of her customers, members of the police and firefighting community. Mailing lists have not worked at babyshoe.com, and we are testing other methods to increase our customer list.

We should be encouraging legitimate direct marketers in our industry, and exposing, as Lazar has, the rotten limbs of the direct marketing tree. I would add the e-mail spammers to that list, as I have done in a recent published letter to your publication. After my letter was published, I heard from a handful of readers who advised me to never reply to the opt-out option on a spam e-mail. They correctly predicted that I would receive countless more e-mail because the spammers now know the address is good.

We in the catalog industry have worked hard to create a bond of trust with our customers. We work hard to improve everything we can: product quality, shipping time, satisfaction guarantees, etc. We can only wonder about telemarketers whose meager accomplishments seem to include predictive dialers and untrained script readers. I want to distance my industry from telemarketers. Don't you?

Loading links....

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here