We all still get lots of mail, although it has slowed down due to emails, digital content, and smarter targeting and filters. In my house, we have a basket by the front door where we put the mail — and at some point in the week amidst my travels, I’ll grab the stack and sort through it. My sorting process is probably like yours:
- Magazines/stuff to keep for later
- Open Immediately
I remain amazed how much falls in the “junk” bucket and having been in the marketing world for 30 years, it still is incredible to think about how inefficient so many brands are — but that’s a different post.
So as I sorted through the stack of mail, I was faced with this envelope:
“STATEMENT ENCLOSED. Open Immediately” in big letters.
Now the marketer in me kicked in. Gee, no company logo, no branding, no consistent view. Nothing in the address window suggesting it’s a loyalty offer. It is clearly intended to get the recipient to open it, thinking it’s a bill. But who still thinks this is a good idea?
When I opened the envelope, it ended up being a horribly written offer to subscribe to Boston Magazine, along with some crappy inserts, a business reply card, and a crowded, poorly designed “statement.”
Boston Magazine — you should be ashamed of yourself. You have zero ability to think creatively? You’re still doing a #10 business envelope with the standard crap inside, and the “2-year cover price of $119.76 can be yours for just $9.95″ messaging — like, really?
People at their agency — this didn’t really work in 1993, when I was deep in the world of direct marketing. It’s 20 years later, and that’s the best you can do?
I’m a Boston kid, but my chance of subscribing just fell way below zero. C’mon, you gotta’ be better than that.
I'm Glenn Engler, Global Chief of Staff & Director of Corporate Strategy at Edelman. Husband, father, sports junkie.