This letter was
sent by “Lindsey” – a manager at GSN Cash Games – to someone who played their
games for a while. GSN offers versions of “Wheel of Fortune,” “The Price is
Right,” and “Bejeweled Blitz” where players pay an entry fee to compete against
other people and win cash prizes. The letter’s recipient played some games, but
stopped over a year ago.
GSN Cash Games sent the recipient periodic emails offering promotional bonuses
for playing games again. He opened and read a few, but – after a while – he
ignored the emails and condemned them to his Spam folder. With that in mind, a
sincere “we missed you” letter of this type sent via snail mail makes
sense.
The letter from
Lindsey is an attempt to win back a customer. It offers the reader an
opportunity to reengage with their site and play some games. There is an offer
of game credits, email addresses to write to with feedback, and even an easy
way to restore a forgotten password. So, from a marketing standpoint, the List,Offer, and Timing make sense.
While the
creative tone appears to be appropriate to the target audience, this is still a
Fail for Creative because the letter is missing a clear call to action. The
reader is asked to “come back and play some games,” but the letter does not
identify the Web site. The recipient had not visited the site in over a year
and may not remember the URL. It could have been included in a few places in
the letter while maintaining a sincere tone. Some examples:
“… it’s been a while since you visited www.xxxx.com and played a game with us.”
“Please come back to www.xxxx.com and play some games with us.”
“Log in at www.xxxx.com by midnight ET on …”
Lesson: Be sure
your call to action is communicated clearly.
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