Valentine's Day Mailer Too Hot to Handle

Share this article:
A Valentine's Day mailing to media by eCrush, San Francisco, an Internet matchmaking service, never really caught fire, so to speak.


The mailing, which was sent to more than 1,500 newspapers and radio stations around the country last month to promote www.ecrush.com, included publicity kits with magenta-colored books of matches inscribed with "stop carrying a torch" and "light the flame."


The company, however, did not pack and label them according to U.S. Postal Service regulations on flammable materials, so it has since extinguished the mailing.


"We were approached about this by a New York Times reporter, and when we found out, we stopped the mailing immediately," said Karen DeMars, president and co-founder of the company. "We didn't know about the law; after all, we are only a 12-person company."


Usually, matches are the lifeblood of eCrush's service. Here's how the service works: eCrush matches people with their secret crushes for free without risking the humiliation of rejection. Through a proprietary and patented database process, users log on to the site and, in total secrecy, enter the names of romantic interests.


The eCrush database searches for matches -- two people who have listed each other as crushes. When a match happens, both users are informed simultaneously. To maximize the chances of a match, eCrush gives users the option of having an anonymous e-mail sent to their love interest saying they have been "eCRUSHed" and encouraging them to enter their own crushes to see whether there is a match. Reportedly, the company has made 300,000 matches.


But this time, matches were not exactly a good thing for the company.


DeMars said the USPS never told the company to discontinue the mailing. "We sent them out last year, too, and nobody said anything," she said.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

MeritDirect Opens San Jose Office

MeritDirect Opens San Jose Office

A force in direct mail, the company looks to expand its digital data services with a footprint in Silicon Valley.

Neustar Decides to Hand Data Over to its Clients

Neustar Decides to Hand Data Over to its ...

AK Media Insights Pro turns data over to marketers to create business-specific aggregations, integrate offline efforts, and probe deeper into their sales funnels.

Arthur Hughes, Who Wrote the Book on Database Marketing, Dies at 86

Arthur Hughes, Who Wrote the Book on Database ...

First published in the early days of the Web, Arthur Middleton Hughes's Strategic Database Marketing remains a bible for direct marketers.