“I Buy Junk Cars” - How Poor Sending Practices are Bad for Business

June 15, 2012 Christina Martin

If you have a Florida cellphone, you have probably received at least one text message that says, “I BUY JUNK CARS $450-500.”  I, myself, have received about 15 of these messages over the last year and a half.  Each time I receive this message, I get more and more annoyed. I don’t like getting text messages from people I don’t know – I find it to be invasive and creepy.  I imagine it’s even more frustrating for people who don’t have an unlimited text message plan.  Well, apparently I wasn’t the only one getting these messages, nor was I the only person who was frustrated by it. Someone has finally filed a class action lawsuit against the senders for a fine tune of $1 billion in damages.

When you think about marketing your brand, you really need to be targeted in your approach – especially when reaching out to people who don’t know who you are.  Previously I wrote about list management and we have discussed targeting your messaging to your audience.  Had the Junk Cars senders used a targeted list, analyzed the results from their individual sends, and offered some sort of opt-out from their messages they would have seen better return on their investment (and who knows, maybe they wouldn’t be getting sued right now.)

Like it or not, we live in a world where we are constantly inundated with marketing messages in both traditional and digital channels. When you are marketing your local business, it’s far more beneficial to have a smaller list of prospects whose demographics line up with your product or service than to constantly send blanket messages to everyone around you.  When working in channels like email or mobile messaging, it’s critical that you monitor your results.  If you are not getting any response, or people are indicating that they don’t want to be on your list, remove them. If someone feels so strongly as to unsubscribe or mark you as spam, then you only hurt your business by continue to try to win them over.


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