Comments on: Optimizing Mail Drops for ConsumablesDrilling Down Newsletter 3/2007 http://blog.jimnovo.com/2007/03/30/continuity-marketing/ Moving from a Low Accountability to a High Accountability Business Model Tue, 6 Jan 2009 15:36:06 +0000 http://wordpress.org/?v=2.5.1 By: Ron Shevlin http://blog.jimnovo.com/2007/03/30/continuity-marketing/#comment-480 Ron Shevlin Sat, 31 Mar 2007 00:50:57 +0000 http://blog.jimnovo.com/2007/03/30/continuity-marketing/#comment-480 Don't be so sure that there was sound logic behind the decision to mail every 6.5 weeks. I was working with a client recently who has a policy of including no more than 2 inserts in their statements. Why two? Because the former CEO opened HIS statement one day, a whole bunch of inserts fell out, and he got pissed off. Set a policy of no more than two in any one statement. So... not only are there potentially customers who would welcome more than 2 inserts, and even though there's a new CEO.... the company still maintains the policy. The fact that Sanjaya hasn't been kicked off of American Idol has had me thinking about how illogical and irrational things can be. Don’t be so sure that there was sound logic behind the decision to mail every 6.5 weeks. I was working with a client recently who has a policy of including no more than 2 inserts in their statements. Why two? Because the former CEO opened HIS statement one day, a whole bunch of inserts fell out, and he got pissed off. Set a policy of no more than two in any one statement. So… not only are there potentially customers who would welcome more than 2 inserts, and even though there’s a new CEO…. the company still maintains the policy.

The fact that Sanjaya hasn’t been kicked off of American Idol has had me thinking about how illogical and irrational things can be.

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