Two Bad Mailings. Too bad.
THE FINANCIAL MAILING
I received a 5 X 9 sheet of cardboard in my mailbox (it isn't classy enough to be called a post card or self-mailer).
One side is red with white reverse type; the other side is white with red type.
One side tells you that if you take this financial institution's credit card you'll get some bonus points. The other side says that each purchase, "helps support the environment." (Don't ask me how because they didn't tell me.) And then it gives a URL.
I'm not going to waste my time going online to find out more and I doubt if many other people will either.
Short copy has its place but the words have to work hard. The copy on this piece is asleep at the switch. I think the creative team was too when they created it.
NO WAY TO FIGHT CANCER
The outer envelope for the package I'm about to describe is pretty good. Unfortunately that's the only thing that's good.
It's an invitation size OE, which gets attention. It's a closed face envelope, which tends to increase results. And there's a live stamp which, likewise, tends to generate higher response rates.
But what's inside from this organization dedicated to fighting cancer? A sympathy card!
At first I had to wrack my brain to recall if a friend or family member had died of the disease recently and the organization was expressing its condolences. But last time I checked, everyone I knew yesterday was alive and kicking today.
The card features the organization's logo on the inside and their name and contact info on the back. So surely they don't consider this to be a premium item that I'll use next time someone close to me kicks the bucket. That would be pretty chintzy.
Is there an explanation anywhere in the package as to what this is all about? Nope. Just a one-sided donation form. Not so much as a request to give or a reason to do so.
I receive a lot of bad DM each week, but these two items have to take the cake. At least that's the opinion of the non-respondent named...
Dr. Bob
symbiomarketing@telus.net
I received a 5 X 9 sheet of cardboard in my mailbox (it isn't classy enough to be called a post card or self-mailer).
One side is red with white reverse type; the other side is white with red type.
One side tells you that if you take this financial institution's credit card you'll get some bonus points. The other side says that each purchase, "helps support the environment." (Don't ask me how because they didn't tell me.) And then it gives a URL.
I'm not going to waste my time going online to find out more and I doubt if many other people will either.
Short copy has its place but the words have to work hard. The copy on this piece is asleep at the switch. I think the creative team was too when they created it.
NO WAY TO FIGHT CANCER
The outer envelope for the package I'm about to describe is pretty good. Unfortunately that's the only thing that's good.
It's an invitation size OE, which gets attention. It's a closed face envelope, which tends to increase results. And there's a live stamp which, likewise, tends to generate higher response rates.
But what's inside from this organization dedicated to fighting cancer? A sympathy card!
At first I had to wrack my brain to recall if a friend or family member had died of the disease recently and the organization was expressing its condolences. But last time I checked, everyone I knew yesterday was alive and kicking today.
The card features the organization's logo on the inside and their name and contact info on the back. So surely they don't consider this to be a premium item that I'll use next time someone close to me kicks the bucket. That would be pretty chintzy.
Is there an explanation anywhere in the package as to what this is all about? Nope. Just a one-sided donation form. Not so much as a request to give or a reason to do so.
I receive a lot of bad DM each week, but these two items have to take the cake. At least that's the opinion of the non-respondent named...
Dr. Bob
symbiomarketing@telus.net
posted by DoctorBob | 9:17 PM
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