Saying Thank You by Direct Mail
As an important part of the marketing mix, Direct Mail is usually considered to be about selling. But what about turning things on their head and using it to say “thank you” instead.
One of biggest print companies in the United States , Catdi, Inc. (renamed since to Catdi Printing), decided to offer this service with great success.
Telecom had thousands of loyal customers, who they hadn’t been in touch with for years. They felt they were missing a trick to ensure their customer’s loyalty stayed that way, but they didn’t have a lot of budget. They got their creative juices flowing and came up with a brilliant idea!
They gave every member of Telecom staff the opportunity to “thank you” in person, to their customers, by rolling out a huge blank canvas in their head office, inviting all the staff, starting with the CEO, of course, to write their own message of thanks. This canvas was then miraculously turned into thousands of different envelopes and letters which were then direct mailed to all the Telecom’s customers across the country, along with a supporting email. As well as saying “thank you”, the letter and email invited the recipients to log onto a Telecom microsite where they could choose form a range of Telecom products, by way of a “thank you” gift.
Within days of the mailing being sent a whopping 2,500 customers had logged onto the microsite to choose a treat. 60% opened the email (twice the industry standard) 46.4% clicked through to the websites (8 times the industry standard) and of those, two thirds chose a gift.
Everyone was happy – the customers felt valued and the staff felt proud of the company they worked for.