How to use DM to destroy your brand

By William Bakker | 07.31.07 | Comment?

We used SkillPath Seminars to train one of the members of my unit a while back. Since then, we have been bombarded with DM pieces; all hard-copy, almost all irrelevant to our needs. I’m guessing 2 or 3 pieces a week. When I received the one in the picture below I had enough of this complete waste paper (and my time).

I sent the following email to SkillPath:

To whom this may concern,

Please remove me from your Direct Mail list. The volume of irrelevant
communications is beyond all proportion. This is a complete waste of
paper and has destroyed your brand for me. Have you ever heard of email

Preferred Customer #: *********
VIP #:***********


William Bakker
Director E-Business

I received the following reply the next day:


I have made the requested changes to our mailing list. I do want to let you know that our brochures are preprinted
and you may continue to receive these until the preprinted supply is exhausted. This may take
3-4 months depending on the volume of mail received. I apologize for the inconvenience. If there is anything else I
can help you with, please let me know.

Thank you,
e-care Coordinator

SkillPath’s solution to this customer service issue is to keep sending stuff for 3 or 4 months to an already annoyed customer. What a perfect way to destroy your brand.