When More Is Too Much
Also in the mailing is the book of raffle tickets, the BRE and a 3-inch-by-4.5-inch pocket calendar freemium that lists the Consumer Reports Foundation’s 12 consumer-information Web sites.
And the icing on the cake is a 6-inch-by-10-inch, tri-folded lift note on bright yellow paper that catches nay-sayers on their way out with an outside panel that reads, “Are You Thinking of Not Returning Your Consumer Reports Raffle Tickets? Then Please Do Yourself a Favor …” Inside the lift note is a memo from Lou J. Milani, senior director of business affairs for the foundation, urging recipients to mail in their raffle tickets. “Would you throw away your lottery ticket without at least checking to see if you have a winning number? Of course you wouldn’t,” Milani writes.
Having recipients mail back the raffle tickets is a clever way to get them in the mail with the hope that once they’ve gone that far they’ll include a check for the foundation as well. And the fact that a new prize is announced nearly every other element certainly drew me further into the mailing. But all in all, the number of elements in this package struck me as overwhelming and confusing.
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