Just because your advertiser's message is delivered in digital does not mean it works. If your advertiser is about to do something really stupid it is your job to at least suggest another course. You are the local expert on your "Reader's Point of View." You need to know how they think, what they love, and what they will see as silly marketing hype.
It seems no one had that "Reader Point of View" talk with the marketing people at Colgate recently. Ken Magill, posting on the "Direct" website today described the unfortunate result:
SmileTalk arrived in my Gmail account last week. “You are receiving this e-mail because you have signed up for the Colgate SmileTalk e-newsletter as [me]@Gmail.com,” copy at the top of the message said.
Nonsense. It was unsolicited. I’m not sure where Colgate-Palmolive got my name and address, but I certainly did not knowingly register for SmileTalk.
Even if someone forge-subscribed my address or I gave “permission” at some third-party Web site by overlooking a pre-checked box, the marketing group at Colgate-Palmolive should know better than to think anyone would truly opt in to SmileTalk.
How do I know I simply didn’t forget opting in? Because it’s a newsletter about toothpaste, for &%@$#’s sakes.