On the advice of your marketing expert, you had just penned the perfect blog or customer letter. You had a throat-grabbing headline, and the body copy provided content that was relevant, timely, and interesting: the trinity of good copywriting. The length was not too short to imply unimportance and not so long that potential readers would send it to the “later” folder that no one ever revisits. You pressed the send button, expecting to receive a mini-flood of email replies during the next several days.
We at Thermostat Recycling Corp. (TRC) followed this scenario, and several days later, after reviewing our responses, marketing reality set in. We had plenty of responses, but the stunning surprise was the number of faxes that suddenly brought our fax machine back to life. Before completing the campaign, we even received responses through venerable snail mail.