In America alone, folks spent $170 billion on “direct marketing”—junk mail of each the bodily and electronic varieties—last year. Yet of those that acquired unsolicited adverts via the submit, solely 3% purchased something in consequence. If the bumf arrived electronically, the take-up price was zero.1%. And for on-line adverts the “conversion” into 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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