In America alone, people spent $170 billion on “direct marketing”—junk mail of both the physical and electronic varieties—last yr. Yet of those that obtained unsolicited adverts through the post, solely 3% purchased anything in consequence. If the bumf arrived electronically, the take-up price was zero.1%. And for online adverts the “conversion” into gross sales was a minuscule 0.01%. That means about $165 billion was spent not on drumming up business, but on annoying folks, creating landfill and cluttering spam filters.
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