The Hired Hand – Not just another blah-blah-blog

February 11, 2014

My predictions eerily came true

Filed under: Data,Direct mail — Darcy Grabenstein @ 10:54 pm
Tags: , , ,

Bank of America logo

by Darcy Grabenstein

In my recent post about Office Max sending a direct-mail piece addressed to “Daughter Killed in Car Crash or Current Business,” I posed similar possible scenarios. I pondered the ramifications of a marketing piece addressed to “Overweight mother of three” or a rehab clinic sending an email with the subject line “Fallen off the wagon again?”

Well, my predictions became reality when Bank of America sent a credit card offer addressed to “Lisa Is a Slut McIntire.” The insult didn’t end there; the personalization also was repeated inside the mailer itself.

I can’t help but chuckle. This incident reminds me of the heyday of “Saturday Night Live,” when Dan Aykroyd and Jane Curtin traded barbs during the Point/Counterpoint skits. His responses to her began with “Jane, you ignorant slut.”

Luckily for Bank of America, McIntyre was somewhat amused as well. Not worried that her reputation would be tarnished, McIntyre promptly posted images of it on Twitter. The bank responded with an apologetic Tweet, and a staff member followed up with a phone call.

The data dilemma apparently is linked to the Golden Key International Honour Society, which was doing a joint promotion with the bank. In any case, it’s Bank of America and the society, not McIntyre, who should be worried about reputation.

I said it before and I’ll say it again: Companies need to do due diligence when it comes to data.

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