We wrote the letter – a standard, run-of-the-mill direct mailer – then afterwards realized that what we had written was itself actually a form of junk mail, since it was unsolicited.Our solution was to decide that instead of just telling people how effective Spam Assassin is, as we were briefed, we’d show them.

This, we felt, would be a more compelling argument to potential customers than simply writing them a normal letter, and would result in more calls to the call centre from people enquiring about MWEB and its various services.