Yellow Page Advertising Fails Again
Just received a very interesting email marketing blast from YP.com or Yellow Pages which was addressed to one of our clients’ email address that is only used on our end for specific account sign-ups—not this one.
This email managed to get my attention for two reasons: 1. They thanked us for signing up—we did not. 2. The gross failure of this email’s message to connect to the reader even if we had signed up–further evidencing Yellow Page’s lost roll in the digital age of marketing.
Let the dissection begin. 
“Thank you for joining the clever, growing droves of YP.com devotees and for signing up for our most excellent email missives.”
Droves? Devotees? Really? Did Bill and Ted come up with the “most excellent” part? And since we’re targeting the masses, let’s toss in the word “missives.” Yes, it is a word, as I also had to look it up—nothing like connecting with your target audience at the most basic level.
“We look forward to charming you with holiday features, travel ideas, contests, deals, how-tos, where-tos, go-tos and other fresh local interests — all bundled into our convenient monthly newsletters.”
Charming me? Did I ask to be charmed? And what exactly are “where-tos and go-tos?” Another first and a made up word this time.
The big wrap up: “To help us out, we hope you’ll take this op to review your profile details — so we can more keenly direct our charms, of course”
Ok, now I’ve got to do something for you because you don’t know your demographic and I have to fill you in—oh, I see.
“We hope you’ll take this op.” Op. How hip. And another made up word. I suppose they just couldn’t find it in themselves to spell out “opportunity.”
And what an opportunity this is, I can’t wait for them to more keenly direct their charms.
Jason Jantzen is President of Phoenix Marketing Associates and a skilled marketer whose experience in growing small businesses is based on real world experience and proven, repeatable strategies. His company uses an integrated approach to online marketing by implementing Search Engine Optimization, Website Content Creation, PR and Social Media campaigns which have had a marked impact on their clients’ overall exposure to their target market.
I’ve done marketing as part of a team for years. Sometimes my input was accepted and included in the project, but mostly I just created the graphic pieces . Now I’m solely responsible for all the marketing of my company and it’s not easy. In the process of creating my marketing collateral, I’ve sometimes flirted with the idea of using casual language. You just shown me why I should never consider that again. Thanks for your insight and experience.
Great comment and way to avoid a disaster!
The English in this is so poor and out of context that I wonder if it’s written by a non-native English speaker.
It almost seems as if it could have been created in another language and then translated by one of the automatic online services – they often serve up gibberish like this!
I was thinking the same thing, wondering if YP.com even approved this messaging.
YP.com is run by AT&T which does a horrible job with Iphone service much less internet marketing. They’re beating a dead horse trying to salvage lost yellow pages book revenue with a new inferior product that also doesn’t work. They can’t do a good job with phone service why would we think they’re going to be any better with online marketing?
Good feedback, I agree that it is odd that a mobile telecom company would choose to dump resources into a dieing medium.
Wow! What a way to ruin your own business. I guess YP.com’s not checking its marketers!
Right–I’ve had several people ponder whether they may be outsourcing their “missives”
It seems fairly clear to me that this email was written by a person from England. And there is a huge difference between proper English and American English. If this email s to be targeted to Americans the vernacular clearly needs to be changed.
Perhaps, either way it certainly seems it was outsourced.