How “clever” marketing crossed a social boundary without breaking a single law
I got an unsolicited PayPal payment. It was for 2 cents. Yes, 2 cents. Or about the cost of sending a marketing email. But it bypassed all consent expectations. I have opinions.
Having been in this industry this long, and having had the same email address for more than 20 years, I get my fair share of unexpected marketing emails. This was admittedly a little different than most. But a marketing email nevertheless. This was different primarily because there was no unsubscribe option, and I feel that was intentional.
It may not have crossed any actual laws, but I am certain that it crossed social expectations. And more than just the awkward nerd at happy hour stereotype.
I have no idea what they are trying to sell me. I refuse to click through. I also refuse to name them because that gives them airtime with my audience.
Did this cross a boundary?
Well, you know my answer is a big fat, yes, it crossed a boundary (but maybe a little thank you for inspiring a little writing on my part?). Sure, the text tells me to simply email them to unsubscribe, but we all know that is not a true unsubscribe. Would someone from this company walk up to me at an event and hand me two pennies for my time? Not at all, that’s actually pretty insulting if you think about it.
Come on Jules, human hallucinations?
Sure, it’s kinda buzzy right now. BUT hear me out. Humans have been hallucinating good ideas forever. History is full of examples. Ford deciding it was cheaper to pay lawsuit settlements than resign the exploding Pinto. Coca-cola using actual cocaine. Sure this scale is different and the consequences are way less. But, they still iterate my point. Someone thought it was a good idea. Some HUMAN thought it was clever, let’s skirt the laws and make sure they will read our message (and likely violate PayPal’s terms of service).
But the only message I received was how important you think you are, that goes beyond standard confidence and way into arrogance territory.
How to avoid becoming a human hallucination
Think about the idea. Really think about it. Do you really think you’re the first person to find this marketing consent hack? Maybe there’s a reason no one else is doing it.
Just because it’s legal doesn’t mean it’s ethical. Read that one more time. Just because it’s legal doesn’t mean it’s ethical. Also, read those terms and conditions one more time for the “marketing” service you are using. This venue is not a marketing venue and is not equipped to deal with you. But, if more use it in this manner, they will have to deal with you. And that increases fees for all of us to pay for it.
Consider how your message is received. You go from here’s some money to wow this is a BAD idea like an F-1 car goes from zero-sixty. Or maybe even faster.
So, the takeaway here? Marketing is fine, when you stay within the lines. It’s creative when you color outside the lines, but on the same page. It goes off the rails when you find yourself scribbling on the table, next to the page.
(PS. I decided to keep the ridiculous AI-generated image of the man with four hands as a metaphor for what may be good intentions but skewed results)
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