The Diary’s biggest direct marketing bugbear is not “junk mail”, but incorrectly addressed junk mail. The Diary is sick and tired of receiving mail addressed to “The Diary”, rather than Lord Diary of Cricklewood.
Thank heavens then for luxury brands marketing agency Snowball, which has adapted Debrett’s Guide to Etiquette in order to ensure that customers and prospects are addressed in the correct way. The etiquette logic is written into Snowball’s database, right down to addressing a Sir by his forename, and a Lord by his surname.
Snowball technology director David Powis says/ “Get someone’s title wrong and you instantly alienate them. Luxury brands are expected to get important details right.”
Sadly, it would appear that the technology is not yet sufficient to include the Diary’s BSC (bronze swimming certificate) in its address, but for those of you unable to tell the difference between an Earl and an Asbo, your prayers have been answered.