Archive Observations: The Power of Choices
February 19, 2009 By Paul Bobnak, Archive Director, Who's Mailing What! Archive
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With the recession and credit crunch in full swing in November, it didn't seem very likely that credit card marketers would be all that enthusiastic about offering customers, or prospects, a wider variety of choices. Yet, two offers that popped up in the mail show that some were, indeed, quite willing to be flexible. Capital One's letter to a "valued customer"-mailed in a 4-1/2" x 9-1/2" OSE with a "DATED MATERIAL" notice on the front-puts the ball firmly in her court. It simply notes that she is eligible for upgrades to her card account, and directs her to a toll-free number "to tell us which free upgrade option is best for you": more rewards, lower APR or other improvements. No reply forms, buckslips or brochures were used in the crafting of this message (Archive code #550-329024-0811).
An offer by RBS takes an opposite tack. A "valued customer" was pre-approved for another MasterCard, but given their choice, as the back of the #10 mailer promises, of one that "best meets your needs." That's four choices, to be exact. The letter breaks down the specific benefits of each card option, such as the promotional purchase and balance transfer APR, cash back earnings and rewards points. A two-page, three-panel brochure opening to 8-1/2" x 11" prompts the customer to "choose the card that fits your lifestyle," and helpfully suggests what type of person is ideally suited for each card, based on the features of each card (Archive code #540-701081-0811).
Standing Out
Three mailings by nonprofits in November illustrate the importance of trying something different to stand out from the pack, especially when mailing to past donors. From the Helen Woodward Animal Center, an animal rescue, we saw, for the first time, a brown bag mailer, or "doggie bag," to be precise. Over the past twenty years, this package format has been mailed almost entirely by soup kitchens and homeless shelters. It's a good way to illustrate the connection between food in a bag and the specific needs of the organization to provide meals. In this instance, HWAC says that a donation, especially during the economic crisis, really helps fill the food bowls of their animals. To further drive home the point, a photo of a dog and cat with pleading eyes and a bowl has been lasered onto the front of the 5-1/2" x 11" bag mailer. It's such an obvious good fit of format and message that one wonders why it hasn't come up until now (Archive code #610-706340-0811).
Susan G. Komen for the Cure reached out to its previous supporters with two mailings that included eye-catching involvement devices amongst the usual freemiums. In one, a sheet of name and address labels also features a handful of stickers with the Komen logo and the proclamation "I want to end breast cancer forever!" The donor is asked to apply the stickers to credit cards in order to "raise breast cancer awareness" (Archive code #604-637679-0811A). In another effort, Komen uses a different slogan to make the same point. Along with its collection of holiday cards, mailed in a hefty 8" x 11" envelope, Komen enclosed a set of seals with the logo and the simple statement "Imagine life without breast cancer." This time, the contributor is directed to use the stickers on his correspondence (Archive code #604-637679-08011B).
Grand Control Update & Profile
In November, new Grand Controls (controls in the mail for three or more years) added to the Archive include mailings by Salvation Army (Archive codes #611-175058-0811A & 611-175058-0811B), Omaha Steaks (Archive code 355-171626-0811A), Ronald McDonald House of New York (Archive code #613-358990-0811), Audubon Magazine (Archive code #710-174801-0811) and Cystic Fibrosis Foundation (Archive code #604-171928-0811).
The Grand Control for Thirteen/WNET, a public TV station in New York City, has been in the mail since at least November 2005. Mailed in a #11 OSE, the first package feature that stands out is a temporary MemberCard, showing through a large window to the left of the address window. It's perfed to the letter inside, along with a reply form. But this effort is more about flattering the prospect than promoting benefits or a premium. The letter lays out case to become a station member in stark terms: revenues haven't kept pace with costs, and the great programming that is the station's hallmark is at risk unless more people join. So, specific dollar and new member target totals are announced. Descriptions of new programs and namechecks of long-standing favorites that "respect your intelligence" help reinforce the value of the station to the viewer. Instead of possibly undermining that value with a discounted membership rate, this mailing offers a six-month trial period. This allows the new member to feel that she is contributing to the broadcaster's fiscal health, while enjoying the program an member benefits at the same time (Archive code #602-1724-7-0811B).
An offer by RBS takes an opposite tack. A "valued customer" was pre-approved for another MasterCard, but given their choice, as the back of the #10 mailer promises, of one that "best meets your needs." That's four choices, to be exact. The letter breaks down the specific benefits of each card option, such as the promotional purchase and balance transfer APR, cash back earnings and rewards points. A two-page, three-panel brochure opening to 8-1/2" x 11" prompts the customer to "choose the card that fits your lifestyle," and helpfully suggests what type of person is ideally suited for each card, based on the features of each card (Archive code #540-701081-0811).
Standing Out
Three mailings by nonprofits in November illustrate the importance of trying something different to stand out from the pack, especially when mailing to past donors. From the Helen Woodward Animal Center, an animal rescue, we saw, for the first time, a brown bag mailer, or "doggie bag," to be precise. Over the past twenty years, this package format has been mailed almost entirely by soup kitchens and homeless shelters. It's a good way to illustrate the connection between food in a bag and the specific needs of the organization to provide meals. In this instance, HWAC says that a donation, especially during the economic crisis, really helps fill the food bowls of their animals. To further drive home the point, a photo of a dog and cat with pleading eyes and a bowl has been lasered onto the front of the 5-1/2" x 11" bag mailer. It's such an obvious good fit of format and message that one wonders why it hasn't come up until now (Archive code #610-706340-0811).
Susan G. Komen for the Cure reached out to its previous supporters with two mailings that included eye-catching involvement devices amongst the usual freemiums. In one, a sheet of name and address labels also features a handful of stickers with the Komen logo and the proclamation "I want to end breast cancer forever!" The donor is asked to apply the stickers to credit cards in order to "raise breast cancer awareness" (Archive code #604-637679-0811A). In another effort, Komen uses a different slogan to make the same point. Along with its collection of holiday cards, mailed in a hefty 8" x 11" envelope, Komen enclosed a set of seals with the logo and the simple statement "Imagine life without breast cancer." This time, the contributor is directed to use the stickers on his correspondence (Archive code #604-637679-08011B).
Grand Control Update & Profile
In November, new Grand Controls (controls in the mail for three or more years) added to the Archive include mailings by Salvation Army (Archive codes #611-175058-0811A & 611-175058-0811B), Omaha Steaks (Archive code 355-171626-0811A), Ronald McDonald House of New York (Archive code #613-358990-0811), Audubon Magazine (Archive code #710-174801-0811) and Cystic Fibrosis Foundation (Archive code #604-171928-0811).
The Grand Control for Thirteen/WNET, a public TV station in New York City, has been in the mail since at least November 2005. Mailed in a #11 OSE, the first package feature that stands out is a temporary MemberCard, showing through a large window to the left of the address window. It's perfed to the letter inside, along with a reply form. But this effort is more about flattering the prospect than promoting benefits or a premium. The letter lays out case to become a station member in stark terms: revenues haven't kept pace with costs, and the great programming that is the station's hallmark is at risk unless more people join. So, specific dollar and new member target totals are announced. Descriptions of new programs and namechecks of long-standing favorites that "respect your intelligence" help reinforce the value of the station to the viewer. Instead of possibly undermining that value with a discounted membership rate, this mailing offers a six-month trial period. This allows the new member to feel that she is contributing to the broadcaster's fiscal health, while enjoying the program an member benefits at the same time (Archive code #602-1724-7-0811B).
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