At least once per week, I receive a letter – often more than one – in my office mailbox, and it’s from Comcast Business asking me to contact a sales representative about their service. I work in a large office building with a large number of other small business owners, lawyers, PR firms, etc.
Their mailboxes are also stuffed with Comcast mail. Yet we ALL have Comcast Business services already.
How is it worth it for them to spend so much money on direct mail to existing customers? Do they have a bad database? What is their strategy?
In: Economics
They contract with a marketing firm for XXXX pieces of direct mail. The mailing lists are prepared months ahead of time (maybe even years) and are based pretty much solely on addresses (zip codes, etc.). It’s MUCH cheaper to buy a list of 10,000 names and addresses in a given zip code or two or three than to purchase a curated list or even do the work to scrub the list yourself to take existing customers off. So much cheaper that it’s better from an economic standpoint to hit your existing customers with junk mail again and again rather than go through the process of removing names and addresses from mass lists.
You can try calling them and being very adamant that you’d like to stop receiving any and all marketing communication from them.
That’s what I did, and after a couple of times of me calling them, it actually finally stopped. I no longer receive mail or phone calls trying to get me to sign up for a new package.
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