Permission-marketing guru Seth Godin teaches a very good lesson about this in his book..... I think it's in all of them, actually. I have to assume the marketing department at Victoria's Secret does not subscribe to the School of Godin.
Though she loves their products, eventually she grew weary of the constant emails. The camel-straw arrived one day as she was perusing a sweater sale on the website from an email she had received, and before she finished browsing another email from VS arrived. She was going to unsubscribe, but learned Victoria's Secret has email settings for their subscribers. She changed her preference from "Spam-A-Lot" to "Sunday driver" and she now gets one email a week.
And then it got bad.
Like a stalker who starts coming around the house once you get an unlisted phone number, Victoria's Secret catalogs began showing up in our mailbox. Every. Single. Day. I like a Vickie S. catalog as much as the next guy, but every day? Who (over the age of 16) can keep up with that pace?
Here's the most up to date sampling, for anyone thinking I might be stretching the truth. The one on the left arrived last Friday, the middle one arrived on Saturday, and the one on the right showed up on Monday. My wife and I were relieved when the mailbox remained empty on Sunday.
I don't know how VS is doing financially, but they're putting quite an investment in my wife, one I doubt they'll be able to recoup. Those catalogs are all full color and I imagine it costs them more than a Jefferson nickel to print them, much less mail them.
She used to thumb through the catalogs from cover-to-cover, but now - it's too much. They go straight in the trash. In this case, into my blog, and then straight into the trash.
Today (Tuesday) is junk mail day. We'll probably get two.
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