Here’s Another Reason Not To Bluespam: It Doesn’t Deliver Results

I’ve mentioned bluespamming a fair bit, with no secret of my distaste for the practice. Earlier this year, MH pal Helen Keegan took a shot at banking giant HSBC, which had been running a “trial” of bluespamming for more than a year. The company claimed they’d received very positive feedback from it, but this didn’t jibe with the responses of people interviewed by a BBC reporter, who all said they found the messages intrusive and unwanted.

One of the main points in the debate is that even if the medium is useful from a marketing perspective, is it really a way companies want to present themselves and their brands? After all, email spam works — otherwise spammers would be out of business — but legitimate companies don’t tend to use it because they don’t want to be seen in a poor light.

But HSBC now seems to be admitting that bluespamming doesn’t even work well enough to take the risk, as it’s dropped its plans to use the technology. A spokesman says “It didn’t prove commercially viable,” which is PR-speak for “it didn’t work worth a damn.” So not only does bluespam annoy people, it doesn’t even deliver worthwhile results.

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