"Your scientists were so preoccupied with whether or not they could, they didn’t stop to think if they should." - Dr. Ian Malcom, Jurassic Park
Based on a lifetime of observation and study of human nature, and on what human nature utterly predicted about how similar ideas were implemented and received at other carriers, here are a few thoughts on the subject.
Targetted mass messaging of potential load offers, unless it is implemented very carefully is like Communism:
Looks good on paper
Sounds great!
Don't work with people.
When you get 5 phone calls in a day about loads they are looking to bid on for you, and you don't get any of them it can be frustrating, deject8ng, and depressing. But at least you know there is somebody taking the time and making the effort to find a load FOR YOU
Now, if you multiply that, and remove the human interaction factor, frustration, dejection, and depression gets multiplied, as well. Tempers will get short and you'll have increased friction between driver and dispatch thanks to even less human interaction.
Drivers will reach out for increased human interaction... Let the phones ring...
"Why didn't I get that load?"
"Why didn't I get that load?"
"Well then, why by I get THAT load?!?"
When I'm sleeping my phone will only ring if the caller is in my Contacts. And the very few app notifications that I allow at all, my brain ignores all of them when I'm sleeping. If we have a very unique notification sound that is loud and jarring, only for the load offer messages (and NOT for messages about I-94 getting backed up near Kalamazoo) then it can be dealt with
But if I get awakened half a dozen times or more by an app to respond to loads I don't get, or even if I'm not sleeping at all, that's gonna get really old after about One day
Even Pavlov's dog got treat when the bell rang.
If I get a message about a potential load from from, say, Mason City, IA to Hialeah, FL, and it pays 82 cents per loaded mile, and my only impersonal options are YES and NO, with no opportunity to, for lack of a better word, negotiate, various options and obtain additional information with which to make an informed decision, then that's gonna be a hard NO. With human interaction, it's more likely YES. So there's that
So, my advice would be, be careful in the implementation. And in addition to hiring more sales people, you should hire more dispatchers with psychology degrees.