Direct Choice: Carphone Warehouse

My partner Karen received this well thought-out mailing from Carphone Warehouse. Seemingly geared to female consumers, the piece is presented in the style of OK! and features personalised headlines.

Front-page exclusive 'Motorola V220 speaks out: "My life with Karen"' is continued inside with a mock interview in which the outdated mobile shares its concerns over the future of their relationship now that younger, sexier models are available free from Carphone Warehouse. This is a nice touch, reminiscent of the company's bitter-sweet TV spots from a few years ago.

My one gripe with this piece is that the transition from OK!-style expose to call to action - visit the website or call in store - is a little clunky and obvious. The interview-like tone seems to unravel once the sales pitch starts. However, once past this transition phase, the offers are clearly presented and will inspire many to investigate further.

This is a fresh, attention-grabbing piece. The personalised magazine-style cover offers a clear incentive to read further, reducing to a minimum the proportion of mailings that will land unopened in the bin. With the personalisation continuing through the piece, the offers seem both relevant and enticing - something that is obviously vital for any direct mail to be effective.

Mailer: WDMP.

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