|Outer envelope front|
|Outer envelope back|
The letter opens with a note of appreciation immediately followed by an explanation of two of the program's features -- deals and value. The benefit of 10% off rates is clearly communicated in the sidebar. The letter mentions that "it's fast and easy" to get going, which it is because it is fast and easy for a recipient to quickly scan or completely read the letter. The letter includes a polite close and a reinforced call to action in the P.S.
There is nothing in this mailing to suggest a Fail. This is Mail that Sails. It effectively utilizes its new customer List, beneficial Offer, on-brand Creative, and terrific Timing. It is worth showing here as a contrast to the oversized Amtrak mailing that took months to mail. If you are responsible for recurring customer revenue, which method would you use to welcome a new customer to your program: A mailing that was simple and arrives quickly or one that is more grandiose and arrives long after the customer had his/her first experience with your company?
- Reinforce your brand in your direct communications.
- Integrate your graphics and communications style online and offline.
- Reach your new customers quickly after their first experience with you to reinforce your relationship and encourage more purchases.