ThinkNick

Unaddressed plain brown envelope hits the floor today with the headline “What’s wrong with this envelope?”.  Inside the letter headline is “And what’s wrong with this letter?”.  The long (beautifully written) copy letter from Cancer Research UK starts by explaining why it’s been sent this way.  It then talks about how response rates to door drops are declining.

I love the way it explains itself, and there are some delightful touches in the later part of the letter (at the bottom of page 3 “The fact you’ve chosen to read this far, says a lot about you …”).  I like the acknowledgement of the reader’s intelligence (and by implication, of their involvement).

At the same time I wonder if this existential, self-aware approach might not work quite as well with the audience as it did with the marketing team? I’m guessing this is a test, and it would be very interesting to see how it performs.

Picture: net_efekt

A large mailing pack arrived this morning from the RSPCA, and it’s asking for money. I’m not a member, I’ve never given them anything, and it’s not even addressed to me. So it has all the hallmarks of ‘junk mail’. Except …

On the back, in reassuringly large type, it has the following message:

“This letter has cost just 11p to print and send to you: not everyone
will respond to it, but it is one of the best ways we have of finding new animal-lovers to help us. Don’t throw this away – please support the RSPCA.”

Please would every copywriter in the English language note the brilliant simplicity and importance of this message. Please would every client contemplating the use of unaddressed mail, take note, and incorporate similar concept in their own marketing.

Maybe there is hope after all for the idea of environmentally sustainable direct mail.