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Mailbox Monday


A simple little postcard that arrived today has us scratching our heads.

It's addressed simply to "Resident" at the Queen B's house. It's been a while since we received anything addressed to "Resident." And, when we did, it was probably something that had mass appeal. A flyer for a sale at a local super market. A postcard from a local realtor. An offer for cable TV. A self-mailer from one of the seemingly dozens of 2020 presidential candidates.

In this case, oddly enough, it's for diabetes supplies.

As of 2015, 9.4% of the U.S. population has diabetes.

As of 2019, 0% of the residents at the Queen B's house do.

The card is respectable enough — although there's not much to it. On the art side, there's a photo of diabetes supplies and a bold offer: "Save 50% your first 3 months." There's a call to action and an offer code.

The address/message side has very (very, very) lean copy. Less than 50 words total. Following the headline "Diabetes Made Simple," we're encouraged to "Get everything you need, all in one place." Check-marked bullets follow along with the repeated offer, call to action, and offer code.

The card is printed on nice stock, and it was sent presort first class, rather than standard.

And, again, it was sent blindly to "Resident."

At B Direct, we try to avoid the term "junk mail." To us, junk mail is mail that's been sent to the wrong person, with the wrong offer, at the wrong time. This postcard, friends, is junk mail.

We don't get it. We just don't get it.

But, we give it ... a thumbs down.


Mailbox Monday

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