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Conseil pour mai 12, 2026 :
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📊 The Tuesday Observation: You're Running a Direct Mail Campaign and Wondering Why Nobody's Calling You Back
Let me describe what I saw, without identifying anyone, because I am a vault of discretion wrapped in a column of loud opinions:
Exhibit A: The Four-Way "Hey." One person. Four messages. Four different recipients. Same day. Same word. "Hey." "Hey." "Hey." "Hey." Like a woodpecker who only knows one tree. Like a DJ who plays the same song on repeat and wonders why the dance floor cleared. Like someone standing in the middle of a crowded room shouting "ANYONE!" — and then being surprised when nobody responds with, "Yes, specifically me, the person you definitely meant." 🪵🐦
Exhibit B: The Response Gap. Here's the thing that should stop every mass-messager in their tracks: the reply rate on identical bulk messages hovers somewhere between "abysmal" and "statistically indistinguishable from zero." Meanwhile, personalised messages — even slightly personalised, even imperfectly personalised — get responses at dramatically higher rates. This isn't a theory. This is maths wearing a party hat, trying to get your attention. 🎩📉
Exhibit C: The Recipient's Experience. Imagine opening your inbox and finding a message that says "hey." Just "hey." No context. No reference to your profile. No indication that this person has any idea who you are. Now imagine discovering — or just sensing — that this exact same message was sent to five other people at the same time. How does that feel? Does it feel like being chosen? Or does it feel like being leafleted? 📄
There's a reason junk mail goes in the bin. It's because junk mail isn't FOR you. It's for everyone. And "for everyone" is the same thing as "for no one."
🧠 1) Why Recipients Can Tell: The Psychology of Being One-of-Many Versus Being The-One
You might think: "How would they know? They can't see my other conversations. They only see the message I sent THEM." And technically, you're right. On most platforms, your recipients can't literally see that you sent the same message to four other people.
But here's what they CAN see: the absence of specificity.