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Issue: November/December 2008

Just the one 'Like' this month, so if you've seen any really good examples or indeed really atrocious ones then scan them in and e mail me with a few comments at Chris.James@lorienunqiue.com

Like: Emma's Diary

This weekly opt in enewsletter is aimed at mum's to be, providing them with a weekly update on the babies development, how mum’s are likely to be feeling and things to consider in the coming weeks. The flowing, chatty content makes it easy reading, the tone is friendly rather than daunting. From a technology view point it’s very simple but none the less it’s effective. But what makes this campaign stand out is the timing. Each week, for 40 weeks, they deliver the right message to the right person at the right time – making it a must read.

Dislikes: Virgin Media, Links of London, Royal Mail

Plenty to choose from this month but here’s the worst in reverse order

In third place, Virgin Media with 'Dear Occupier'

If I'm honest, I've not opened the envelope. Inside there may be a brilliant piece of clever, well thought through highly personalised piece of award winning marketing. But if you can't be bothered to put my name on the front of it, I can't be bothered to open it. The only reason I know it was from Virgin Media was the branded envelope. The cost of sending it? How do you measure it? Take your pick 1) Damage to the brand 2) Environmental impact 3) Or the cost of the postage, the print, the envelope and the effort. Clearly not much spent on data.

In second place, Links of London with 'Dear Customer'

  

This mail shot to promote the premium high street jeweller Links of London was sent to existing customers to promote the opening of a new local store. I’ll repeat the, existing customers, part of that sentence. The campaign is a story of two halves. As is fitting of the brand they’ve spent extra on the little touches and used quality Conqueror envelopes and each item has a stamp rather than being franked. This fits in with the in-store experience where they go the extra mile and every purchase is gift wrapped with tissue paper and ribbon. And, unlike the other two entries in this month’s bottom three, the envelope was addressed to a person.

In marketing just like in motor racing and decorating you’re measured by your finish and not your start. And this campaign got of to a great start and then crashed on the first bend. The letter is addressed to “Dear Customer” and that really doesn’t stack up because they’ve got my name on the front of the envelope. It’s a crucial missing personal touch, and that, for me, undermines the aim of the campaign and the brand. That lack of thought continues throughout the letter, there’s no sign off – no “Yours sincerely” and no signature. It’s a shame because it was a good start – but the finish was poor.

And in first place, Royal Mail with 'To You, from Royal Mail'

It's first place, because you guys do know better. I've seen and heard Royal Mail people talk intelligently about the power of direct mail and how to do it right, you know what you're talking about. So where did this brain fart come from? 'To You, from Royal Mail' use newspaper or radio advertising if you can't be bothered to personalise your work. Keep up guys, you should be showing the rest of us how to do it.

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Email: antonia.fielding@lorienunique.com

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