A few days ago, my building security guard had called and asked if he can collect a large size courier from a leading Retailer. The term ‘Large’ drove my attention and was wondering what it could possibly contain. Decided to stretch the suspense and had asked him to collect the shipment.

As per the last interaction I had with the retailer, I am expecting a upgraded loyalty card as I have crossed the limit of the current one. Also, I might be receiving a co-branded credit card from one the large foreign banks in India. But both these items would fit in a normal envelope cover or may be a little bigger one and definitely not something that will fall under “Large” category.

Decided not to think too much about the delivery and waste my good evening with friends. Reached back home a bit late that usual and find a courier delivery to my amusement. A multicolor high-qulaity paper booklet full of irrelvant offers with discounts ranging from 0 to 60 per cent. Not even one merchandize made any sense to me.

Took the cover and dumped it straight into my trashcan and saved my reading table from carrying excess baggage.

Per unit cost of this marketing activity would cost in excess of 50 Rupees (including logistics) and was spent in such a useless fashion. Remember I am not the only one to receive it, a host of audience in 1000s would have received. And, even if you possible guess without your wildest imagination, the returns from activity will not even cover the cost for the campaign, I am saying this basis the way how various merchanidize were randomply plugged into the booklet.

I personally would not mind receiving a laser printout with a list of offers or best an E-Mail, provided they are relevant to me.

The monies that are wasted on sending wrong communication can be saved and effectively used in choosing what customers are looking for from their historical purchase patterns. Basis this information some amount of association analysis with other mechanize can be performed and offers can be made relevant to the customer receiving it.

Most of the marketing managers I have met have one question in common – How do we calculate the ROI on such automation investments. These managers should sit back and calculate how much monies that are being spent today are giving sufficient returns and realize the saved funds are part of the ROI as well.

Let me know if this post is worth a heed. If not, next time please send a disposable trashcan along with your mailer for me to dump all the offers.