Bet you love it when all that multi-coloured junk hits your doormat at 11am every day, dontcha? if you’re anything like me, you have a special filing system designed by Brabantia for such documentation. And I’m a copywriter.
And therein lies the biggest issue for marketers wanting you to sign up for a cruise/pop into B&Q for a patio heater/invest in some incontinence pads for your rabbit/whatever. Getting you to open the damned envelope.
Have you any idea how much ad agencies spend coming up with the right combo of design and copy that’ll entice you to rip open those envelopes? No? Well, in the UK alone, it’s around £14.65bn* a year.
Now, this will be a very short post. Because, for those put-upon agencies, I have just three simple words that will save them millions.
Plain. Brown. Envelopes.
*Made this up but it sounds amazing