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Alright, we have all seen the hype surrounding a new, supposedly improved website launch. Back in mid January I started collecting junk mail from American Express that was sent to both myself and my wife to our home. Of course the only reason I would even consider keeping junk mail was because of the excessive nature with which Amex was pursuing us previous to starting this collection. My original goal was to keep the mail for a year and then write about their relentless campaign from a marketing professional’s standpoint. Today I grew tired of seeing it stack up so I went ahead and called off my little project with the official end being the last day of the second Quarter. My shredder is now exhausted. In total, 31 pieces of mail were delivered to me in Q1&2. There were 26 weeks in this timeframe so that is 1.19 pieces of mail per week offering us crazy credit lines, lookalike credit cards (that screw with my shredder), checks (against unopened accounts), and even some box-mailers with supposed “goodies” inside. I did not investigate… Direct mail is expensive. I received 10 DM pieces in a 2 week period and at a $1 assumed cost per piece (creative, printing, postage, paper. agency, etc) and 31 pieces over the course of collection – that calculates to $62 per year per customer/potential customer. Sure, increasing DM spending gains customerbase but that’s just too much mail; especially to our demographic. I once had a case study subject in college of former CIO at AT&T Consumer, JP Peterson, who came from American Express in the early 90s and used to preach to AT&T marketers about limiting customer touches via direct mail to reduce customer churn and marketing expenses. I think Amex should dig out some of JP’s older plans and cut down the junk. Remember, there is no branding value from seeing your logo on the way down to the bottom of my trash can. Yesterday (6/27/10) I had the pleasure of taking a striper fishing charter on Lake Texoma. I say “pleasure” because it was just that; an easy, relaxing morning on the water where all I had to do was reel in the fish and everything else was taken care of. Now don’t get me wrong, I’m not above baiting my hook and taking fish off, etc. but having to load a boat, acquire bait, and clean the catch, well, that’s one thing it’s nice to pay someone else to do! I’ve never been on Lake Texoma although I have been over it and around it all my life. It has always been a murky lake, even downright muddy in the wet season due to its tributaries, including the Red River, traveling through some of the nastiest red clay on the North American continent prior to reaching the lake. The government has launched several localized campaigns in and around lakes and rivers that have been infested, raving against spreading this mussel by cleaning and drying boats between putting in at different lakes. They compare the spread of the mussel to a plague and use scare tactics to try and enforce their efforts (Mussels will ruin your motor & out-drive, etc.). As far as I can tell by researching and talking to professionals about the Zebra Mussel today during my couple hours of intense interest; the little hard-shell wonders that filter up to a liter of water a day per animal are more of an asset than not. They create a clear-water environment, their byproduct is very fertile for plant growth and they are food for several freshwater species of marine life. Fortunately, the Corp of Engineers have identified Zebra Mussels in Keystone now so perhaps in a couple years it too will be as clear as Texoma. I’m crossing my fingers. Anyone know where I can buy a shit-ton of Zebra Mussel larvae? ha! Take a look at the following video where this family’s home is presumably destroyed by an F4 tornado. I’m assuming this one of the recents in MN or WI although no specific info has been given.
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