5/22/2011

AT&T's new Terms of Service for those without service

The email from AT&T gets an easy Fail for List.  I know of several people who received it who have not had AT&T Internet for over a year.  Sending an update of your Terms of Service for current customers is one thing, sending it to people that are not current customers is something else.  It will make some people less likely to be AT&T customers again.

Lesson: Don’t force changes to your Terms of Service on non-customers.

2/23/2011

Silk Salon Spa: Bad Hair Day


Is this for a salon or Happy Ending spa?

This postcard arrived in my mailbox on February 2. When I received it, I assumed there were no services available for me.  There was not a mention of services for men and, even though it was addressed to Resident, both pictures are of women. A deep review of their Website suggests otherwise, but you have to dig deeply to find this page.  So maybe I could get a $40 haircut there.

The postcard is difficult to read. It includes small type using colors with poor contrast and registration. For example, black text on a red background, as seen in the top coupon, is believed to be the most difficult for people to read. (Red over blue is not much better – don’t try this at home.) Granted, mailers only have 3" x 5" to play with on one side and maybe 2" x 3" on the address side, but the key messages and offers need to be understood by the customer.   Fail for Creative

The postcard includes offers for February, March, and April – all labeled ‘First Visit only’. While a February offer would be practical for a postcard arriving in February, the store owner cannot expect that someone would hold the card for two months through a first visit in April to let someone completely new have a go at their precious hair. This approach is counter to urging immediacy and having a strong call to action. A better approach would be to have a strong 'First Visit' offer that expires approximately four weeks after the postcard arrives. When the customer is in the salon for her first cut, the hairdresser or store owner can offer a coupon good for a different service on the second visit after receiving a positive response to, “So how do you like your hair?” That would avoid a Fail for Offer.
Address Side

The postcard also includes a typo… it invites “Walks-in”. Additional Fail for Creative.

As passionate as I am about direct mail, I wonder if Silk Salon might have better spent their limited marketing dollars soliciting new business through Groupon or the local-based Living Social.

Lessons:
1. If sending a saturation mailing, include a communication relevant to all recipients.
2. Use colors and fonts that are readable, even with limited space.
3. Your offer should be immediately useful, not deferred to a later date.
4. Proofread your content or have someone else proofread it.

2/08/2011

A Boy Named Sue



In late December, a major full-service business-to-business provider of print and related solutions produced and mailed 2011 calendars to many of its customers. The printer used this as an occasion to show off its personalization capabilities.


Beautiful content. Great personalization.  Unfortunately, the recipient’s name is actually Marc -- not “MARK” as it was printed on the calendar -- so the calendar will not be used.


Lesson: Correct personalization is just as important with business-to-business communications as it is with direct-to-consumer communications. Be sure your customers’ names are correct before your personalize your content.

1/09/2011

Chase Credit Cards lays an egg with this Fail

Banks are the biggest partners with frequent flyer programs.  Since the introduction of the Citi American Airlines AAdvantage credit card more than 20 years ago, consumers have learned how to accrue enough miles for a free trip just by saying "Charge it."  It is expected today that every frequent flier program is associated with a miles-earning credit card.

Outer envelope
Although United and Continental Airlines recently merged, the airlines and their frequent flier programs continue to operate as separate entities.  This means that someone who enjoys the benefit of avoiding the checked baggage fee with their Chase Continental Debit Card would have to pay up if they flew a United flight into Denver.  (In fact, the benefit may not be available soon anyway.  Although the Chase site does not mention it, product information on the Continental Airlines site notes "*The fee waiver for checked bags in conjunction with the Continental Airlines Debit MasterCard will not be valid for travel on or after April 1." and there is a Tweet suggesting the product is no longer offered.)

In the meantime, Elite-level frequent fliers don't know if their perks on Continental or United will be maintained once the programs merge.

Confusing letter
Which brings me to the interesting challenge for Chase Bank, the issuer of Visa and MasterCards for both the United and Continental loyalty programs.  Today, they offer different sets of benefits on their United credit cards compared to their Continental credit cards.  That might lead a consumer to wonder which set of loyalty program credit card benefits will remain when the integration of their rewards program is complete within a year.  So why would someone sign up for a card with a $395 annual fee expecting certain benefits only to learn that they were merely short-term benefits?

The letter here is defensive and incomplete in its attempt to address these concerns.  It adequately communicates some of the product's benefits, but fails to suggest that these benefits will be available in the long term.  The opening of the letter assures the reader that "in most ways" the OnePass program will continue as it is today; however it does not affirm that the Presidential Plus program will continue as it is offered today.  That means that this letter could get a Fail for Offer if neither Chase nor Continental/United are aware of future benefits or if they are aware of their intentions to change them by 2012.  Even though it is a credit card solicitation, the letter suggests it is an update on the progress of the merger.  It references "OnePass offers that you will be receiving this year," suggesting that this offer is not the most compelling.  Should the recipient take this offer or wait for a better one?


Insert front cover
The letter also merits a Fail for Creative for several reasons:
  • The tone of the letter is defensive.
  • It is not easy for a reader to scan the contents or message.
  • The offer touted on the envelope is buried.  It turns out that the complementary Presidents Club membership is available by being a Cardmember during the year that the annual fee is waived.  However, discovering that important fact requires reading the body copy in the fourth paragraph then doing the math. 
  • The body of the letter does not open with specific consumer benefits.  The fact that United/Continental is excited about the merger has no value to a consumer.  In fact, it can suggest negative value, because the letter does not address the company's motivation for excitement.
  • The tone is too formal and dry for a consumer communication.  For example, there is a heavy use of passive verbs such as "...you will be receiving this year" when a dynamic communicator would write "...you will receive this year".  Perhaps Chase attempted to use a business to business communications style because most frequent travelers are business people.  However Chase/United/Continental forgot that business travelers are also consumers.  They read memos at work, not at home.
  • There is a typo in the 2nd paragraph.  The letter states that the programs "...will hen merge into a single program in 2012."  Hens lay eggs.  I believe they meant "...will then merge..."  Of course, a more dynamic letter would read "...and then will merge..." or even "...and then merge into a single program in 2012."
Lessons:
  1. Your customer communications should be clear, concise, and simple.  
  2. Communicate your key benefits simply and reinforce them.  
  3. Avoid passive verbs.  
  4. Use an independent proofreader to catch typos.

1/08/2011

Geico: Return of the Failed Gecko

In mid-November, I received a solo mail letter from Geico offering a "Free housewarming gift".  There were a few problems with this.  I had already been in my home for six months.  Creatively, it is exactly the same as the letter I received in August which arrived after three months at my new address.  The only differences between the two solo mail packages were the line breaking in the third paragraph and that the first one included a code above my name in the address field. 

It appeared to be odd to reference the fact that I received moved in a mailing that arrived three months after I settled in at a new address, so it is even more odd for the exact same mailer to arrive another three months later.  If the message is off mark the first time, wouldn't it be even more off the mark the second time?

I was ready to give this a Fail for Timing when I noticed in the mail six-month renewal notice from my current auto insurer.  Auto insurance policies typically have six-month terms.  Could Geico have intentionally timed the mailing to coincide with my policy renewal?  If so, Geico should reference the competitor's bill rather than resend the same out-of-date message.  That would be a Fail for Creative.

Regardless, I love those gecko return address stickers.

Lesson: If you are timing your direct communication based on an event, reference that event.  If you missed the event by months, don't even mention it.

1/02/2011

Alamo Insiders is driven

Outer envelope front
Outer envelope back
A couple of months ago, I noted a Fail for Amtrak for a new loyalty program customer fulfillment mailing arriving more than three months after I enrolled in the program.  In contrast, this new customer mailing from Alamo arrived less than two weeks after I enrolled in the Alamo Insider program.  Frankly, I couldn't tell you the exact number of days it took to arrive because it was included in the pile of mail that was waiting for me when I returned from a business trip.

Letter
The package is simple and effective.  It is mailed first class and delivered in a simple #10 outer envelope with Alamo branding.  The letter further represents the company's unpretentious attitude.  It included the loyalty club card (not pictured), a light amount of copy, and friendly graphics.  These graphics use the same friendly style as those shown on the Alamo Insiders web page.

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?

Lessons: 
  1. Reinforce your brand in your direct communications. 
  2. Integrate your graphics and communications style online and offline.  
  3. Reach your new customers quickly after their first experience with you to reinforce your relationship and encourage more purchases.

11/03/2010

Mail Early, Mail Often, and Don't Fail

The 2010 election is behind us, so it's time to share some lessons about failed political mail.

As with direct mail used for marketing purposes, political mail can Fail for List, Creative, and Timing.  An example of a Creative Fail is when the wrong message is conveyed to a constituency, as with Al Edwards in Texas earlier this year.

On election day, I received this self-mailer supporting a proposition on the Houston, Texas ballot:

The message is clear, friendly, and persuasive.  So why the Fail?  For List.  It was mailed to me in Arlington, VA, presumably because I used to live in and was registered to vote in Houston.  However, my voter registration moved to Virginia more than six months ago.  Given that they were mailing close to the election date, the people behind the mailing should have dropped anyone that might have voted via absentee ballot as well as those who cannot legally vote in Houston.

Here is an easy Fail for Timing











This oversized postcard from the Chris Zimmerman campaign arrived on November 3, the day after the election.  The use of black copy over dark backgrounds such as in the "Supporting our environment" box makes some text unreadable.  This is sadly typical of quickly produced political direct mail, not exceptionally bad enough to call it an outright Fail.

Lessons:
  1. Send your political mail only to people who can vote for your election when they still have the opportunity to choose how to vote.  
  2. Use adequate color contrast to ensure people can read your message.

11/01/2010

Amtrak's fulfillment mailing: Delayed


Outer envelope front
This fulfillment card carrier for the Amtrak Guest Rewards Program arrived via standard mail on October 27.  I joined the program online during the first week in July and made my first points-earning trip on July 11.  It took Amtrak 3 1/2 months to welcome me to the program and mail me a card.  This long delay makes an easy Fail for Timing.  One might claim the mail was slow, but the postmark on the outer envelope shows it was mailed in October.   

A delayed welcome mailing or new customer greeting will make an initial positive perception sour. 

Outer envelope back

Lesson: When you have a new customer, greet that customer right away while the introduction to your product or service is fresh in your customer's memory. 
rewards card carrier & info
card carrier flap

10/17/2010

Save the Date, or Save the Fail?

This self-mailer from BJ's Warehouse promotes the opening of a new warehouse store.  This is actually the third in a series sent to the area.  The first was a postcard with an offer to sign up for the club in advance of store opening.  The second was a similar postcard. The third: this self-mailer.

The 3-panel roll-out effectively communicates that BJ's Warehouse Club is going to have a grand opening celebration.  It gives the reader a reason to visit during the opening weekend, reasons to become BJ's customer, and leverages a co-promotion with MasterCard.  It conveys a sense of excitement and savings.

So, why a Fail for Creative?  The self-mailer does not mention the specific date.  It mentions that the opening is "This Weekend", but who knows if that was the weekend of October 9th, the weekend of the 16th, or perhaps the weekend of the 25th?

The self-mailer arrived in my neighborhood on October 12, the day after Columbus Day and a Tuesday.  Was it possible that the mail arrived late and the opening was missed?  One neighbor thought that was the case, while another neighbor guessed that because the new location was not mentioned on BJ's store locations page, that perhaps it had not yet opened.



Turns out, they were both right.  The store had a soft opening in early October as well as an official opening in mid-October.  Although it was not clear on the mailer which day it occurred, the Grand Opening celebration and MasterCard drawing for Washington Redskins tickets was on Saturday, October 16.

BJ's was fortunate that the mail arrived and timing was properly managed, but made the mistake of assuming that consumers knew that and also read their mail on a timely basis.  They should remember that some people let their mail stack a few days before reading.

Lesson: Even when timing arrival of your mail with precision, clearly communicate effective dates of your promotion.

9/30/2010

Should PetSmart's Fail go to the Dead Letter Office?

When I received this self-mailer from PetSmart on September 21, I planned to post it as a quick Fail for Timing.  The coupon redemption period from a consumer standpoint is only 12 days.  The address panel includes a request for in-home delivery 8/30-9/1, which suggests that the Fail might belong to the USPS for slow delivery.  The holiday mailing season has yet to start, so why would mail arrive this slowly?

Addressed to Jazz c/o Marc Davis









Then I noticed that it was addressed not to me, but to Jazz, my dead dog.  Jazz was truly man's best friend.  He thought that every stranger was a friend he hadn't met.  I met more than a few nice people with him along.  Jazz barked only at mylar balloons and enjoyed playing with squeaky toys.  He passed away about 18 months ago at a fair age of 14.
Great festive creative
When I received a similar mailer about a year ago, I called PetPerks to inform them that my dog died.  The customer service person was sympathetic when he said he would remove Jazz from their files.  And yet, I received another birthday card 12 months later.

I adopted a different dog several months ago through a PetSmart adoption program.  Buddy is a perky, friendly dog and enjoys coming to the office with me.  I updated my PetPerks file in July so they know about Buddy, including his birth date and how I discovered him at a PetSmart.  We'll see if I get a birthday card in May for my living dog to go along with this one for my dead dog.

In addition to ensuring that records are properly updated, perhaps PetSmart should consider setting an age when the pet should not receive direct communications, or perhaps send an occasional e-mail to cusotmers requesting that information about their pets be updated on their PetPerks profile.

Lessons:
  1. Be sure your customer list is up to date.  
  2. Consider when it is time to purge old data and focus on current data.