Efficiency or magic?

A generic, automated email sent to 10,000 subscribers is more efficient. But it doesn’t have magic.

A handwritten note sent to a customer, though? Ah, it’s priceless.

This magic may not be measurable using an Excel sheet or a productivity tool. And yet, it works.

The hand-written note might get you new business. Or it might increase the lifetime value of these customers. Of course, we don’t do these things for an ulterior motive. We do it because we can.

Be as efficient as you want.

But not at the cost of losing the magic in Marketing.