This was unaddressed mail, delivered via USPS. The kind of piece that I glance at and throw in the recycling. It’s a long time since I’ve seen good DM.
However, looking closer shows it’s an amazingly well executed PSA from AARP. the proactive direct marketing piece has relevant information to help their audience and delivered so it will get in their hands. Before you say “but it’s a print piece!” think of THEIR audience: retirees.
Print has massive cut through for people home during the day. The same people who spent their lives able to believe all they are told, and only getting computers late in their careers. Gullible, but not intentionally so.
So this piece that looks like a scam, but educates on what a scam is becomes a brilliant piece of proactive direct marketing. It gets a PSA to the right people at the right time. AND, these people will appreciate the information; building their trust in AARP.
One final criticism you may have. Why was it sent to an area that hits a 37 year old digital marketing manager? For where I live, 23.3% of the residents are 62 years or older.
Congratulations to the AARP team.