AAA: You're in the Driver's Seat

This recent email from AAA Northeast merits a quick Fail for Content. 

The Subject Line opens with "You're Cash Back is waiting for you." It should open with "Your Cash Back is waiting for you."

Your email starts with "You're"

Lesson:
Proofread every aspect of your marketing communications including the Subject Line.

AAA Should Stay on the Road

Your ship has come in!

I received this email from AAA promoting Cruise Month while watching the CNN helicopter circle the Carnival Triumph being towed to shore. This is a classic Fail for Timing. Consumers are far less likely to consider going on a cruise when there are scenes on every televised newscast of people sleeping on mattresses above deck and feces on ceilings.

Unlike direct mail, which has a significant lead time between when something is mailed and when something can be received, email is instantaneous. The marketing people at AAA could easily have had the email held for a few days -- or at least until Fox News moved on to a different topic. 

Lesson: Do a final check before every direct marketing effort to ensure that your product and offer are appropriate. Do not send a marketing offer for a product category when there is a high volume bad press about it. #cruisefromhell

HSBC & AAA: If it's that Important, be clear about it

These days, it appears like every piece of mail is "IMPORTANT".  The operative question is 'Important to Whom?'  For example, this letter from HSBC bank claims to have important account information ...

... however all it contained were Privacy and Accessibility notices, in small print, without an explanatory cover letter.  

I suppose this was important to HSBC's Compliance group and perhaps a handful of consumers.

AAA recently sent this letter with an envelope teaser noting 'IMPORTANT INFORMATION' about my membership.

The back of the envelope had two return addresses, one in Texas and one in California.

The content of the letter was about an address change, and the need to verify information.

The letter's tone was formal and explanatory.  It included three addresses: Texas, California, and now Delaware -- being sent to someone in Virgina.  At this point, one may wonder 'To where do I return the form?'  The letter mentions returning the form, but not who should receive it.

There is a return-reply envelope.  The return address is similar but not the same as the one in California -- the PO Box number is different.

This is a Fail for Creative.  Even with the reply envelope, some people will still send the form to one of the three addresses on the letter. 

The letter should have only one return address and it should be consumer-relevant.  It should be the sole correspondence address and match the one that appears on the return envelope.  Otherwise, the consumer will be confused and the various offices will have to figure out what to do with mail that went to the wrong place.  That results in a waste of consumer time and AAA organization's time.

Lessons: Label your package "Important" only if it is important to the recipient.  Be sure you clearly communicate your call to action and only one location for response and correspondence.