In his column in the April 2011 issue of DM News (p. 58), Scott Donaton proclaims “junk mail sucks.”
He says our industry is populated by “junk mailers and cheesy infomercial pitches.”
He asks the question, “Why does so much of what we’ve defined as direct marketing suck?”
Donaton states that “most pieces of direct mail are poorly designed, off-target messages easily separated into a trash file without a second glance.”
“Some of these mailbox missives move past irrelevance and inch close to the border of sleazy.” He gives as examples mailings that say “last notice” and those that try to look official.
He threatens us direct marketers, saying that they must “face my wrath as I tear [the mailers] into pieces and sprinkle them with curses before sending them down the garbage chute.” (What? Scott Donaton won’t respond to my latest DM package? I am trembling in my boots.)
Donaton is just as critical of direct response TV, saying “most of it is insulting drivel with the production values of a middle school holiday singalong.” He particularly doesn’t like the repetition of the toll-free number in the commercials.
I think Donaton is an idiot. Or at least that his opinions are idiotic.