Everyone would say that they hate ‘junk mail’. On that basis, you might conclude that junk mail is ineffective and should be abandoned. But the reality is, junk mail is only junk mail to the recipient if it is irrelevant, or doesn’t address a burning need.

So, suffice to say, poorly executed junk mail should be abandoned, while well-executed junk mail (which manages to land the right offer in the right hands at the right time… and is therefore no longer ‘junk’) should be continued because it works.

This whole discussion is not really about inbound vs. outbound. It’s about good marketing vs bad marketing.