I am getting pretty good at spotting unwanted direct mail, but yesterday I got one that stumped me. Although a little suspicious, I was totally convinced that the mail came from FedEx. Of course it didn’t…it just used the same colors and fonts as Fedex (see picture). When I opened I felt like I had been tricked…it was a “get rich quick” sweepstake announcement from TV Guide.
Now I call this a bad practice in direct mail. As a marketer I am all for direct mail (although I wish they would get better at guessing the context in which I am likely to respond to an offer). And I react well to creative pieces – even if they do not pertain to me. But I think that a deceptive piece like this does more to hurt the brand than to help it!