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April 13, 2005
Worst practice - direct mail
(Posted by francois to: worst practices )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!
[Technorati Tags: direct mail tvguide]
Posted by francois at April 13, 2005 10:07 AM | Bookmark This
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