I moved into a new apartment about a year ago, and I receive an insane amount of direct mail. It’s usually addressed to “Or Current Resident,” – and I’ve gotten enough of it that I’m well versed in the rather unique tactics used in the space.

Despite this direct mail expertise, I was still amazed at this particular piece from AT&T. I’ve scanned in the envelope and the insert for your enjoyment. Click for more direct mail strangeness.

mail
AT&T has taken a lot of effort at making this note seem as “hand written” and human as possible. Except the note is addressed to “Current Resident.” And all the handwritten portions on the letter itself are things no one in their right mind would say.

I have an iPhone and (I know I’m in the minority for saying this) happen to be very content with AT&T service and price. I’ve never considered AT&T for my home phone (don’t have one) or my broadband (wrapped up in my cable bill) and I probably won’t for the near future.

But by all metrics, this piece of direct mail worked. I read it, I was engaged for a while, I shared the ad with people I knew, and now I’m spreading it online. I’m sure all this is only serving to bolster some important number AT&T is tracking about me – and that someone, somewhere at AT&T’s direct mail agency is using those numbers to sell through a similarly strange ad and send it directly to me.

And you know what? I eagerly anticipate “AT&T Faux-Handwritten Direct Mail Piece Ver2″ coming to my door.

Thank AT&T, for making my day a little stranger.

 

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