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Fail: List and Creative
DIRECTV sent me this letter opening with “Thank you for your interest in DIRECTV.” That ‘interest’ was a phone call to their sales center 7 months ago.
Other than the well intentioned but outdated opening, the creative package is generally appropriate for the product bundle. It is aligned with the messaging, branding, and color palette DIRECTV uses in other channels. It also demonstrates effective use of a Johnson Box and an easy to find call to action.
Learning: When referencing a customer’s interest, use a fresh list and send the follow-up letter on a timely basis.
Posted by Marc Davis