The b direct logo Hive

Mailbox Monday


At B Direct, we do a lot of digital marketing. But, we still love direct mail. We enjoy working on mail campaigns for our clients, and we enjoy receiving (yes, and critiquing) mail packages from others. Some make us smile. Some make us laugh out loud. And, some make us scratch our heads.

This is one of those.

It's a big postcard from Verizon. A really big postcard: 6" x 10.5". So, it succeeds at direct mail's job one: get noticed. We definitely noticed the postcard.

The art side has a brief message reversed out: 100% thanks. And, then the fios name and checkmark appear below it.

When we flipped the card over, there's a bold message above the address area: Thank you for being phenomenal. On the left side, type announces A personal thank you from a Fios employee. Beneath this is a handwritten (or "handwritten") note:

Hello! My name is Amy.
I am a fios customer support
analyst. Helping my customers
is my top priority and I
take pride in having this
opportuity each and everyday! (SIC)

Amy, Pittsburgh FSC

This is a nice gesture, right? I mean, we're all for businesses thanking their customers. It's polite. It's appropriate. It's what your mother would want you to do.

But, this piece has too many disconnects.

First of all, if you're going to send a "Thank You," why not make it look like a real "Thank You" from a friend or family member? Y'know, a small folding note in an envelope. No one we know sends oversized postcards.

And what's up with all the black? Not the friendliest color.

The card was sent Standard class and the address area includes a bar code and at least 4 numerical codes. The whole thing feels automated and not very touchy-feely.

We're being thanked for "being phenomenal," but why are we phenomenal? What makes us phenomenal? And, if we really are phenomenal, how would Fios know about it?

Then, there's the "personalized thank you," which is neither. It's not personalized and it's not a thank you.

If "Amy" really wrote something "personalized," wouldn't she use the recipient's name? And, while her note is very pleasant, she's just telling us about her job, not saying "thank you."

We applaud the idea of a personal thank you from a Fios employee.

But, this postcard left us mildly confused and would have landed in the trash sooner if we didn't decide to devote this post to it. (It's heading to the trash now.)

The Bs at B Direct give it a "no thank you," thumbs-down.

Nice try, Fios. Next time, make sure the medium matches the message.




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