Archive Observations: Keeping Customers Loyal
A 6˝ x 11˝ postcard mailed by the California Center for Sustainable Energy, a program funded by several utilities, promotes the California Solar Initiative. Consumers can use cash incentives to purchase a solar power system, which, in turn, will reduce their electric bills, according to a small chart on the mailing (Archive code #390-714768-0804).
SDGE’s #10 envelope mailing entices customers with this teaser, “The more energy you save, The more you earn.” The letter promises “an easy way to Go Green,” a Summer Saver device that, once installed, cycles a home’s central air system during high system demand. SDGE also includes incentives of almost $200 in annual credits, and free installation and service (Archive code #347-701112-0804).
Grand Control Update & Profiles
The Archive’s latest grand controls (controls in the mail for three or more years) include mailings by AAA (Archive code #525-182432-0804A), AARP (Archive code #571-171581-0804), American Cancer Society (Archive code #604-171602-0804D), Johns Hopkins Memory Bulletin (Archive code #250-694510-0804) and the Humane Society of the United States (Archive code #610-171869-0804A).
Two credit protection offers mailed by American Express to its customers also achieved Grand Control status in April. The first is an offer for Identity Protection, which capitalizes on the fear of the costs associated with identity theft. The letter breaks down the coverage features and also offers personal assistance from Amex if the worst happens. For a fee, the cardmember is enrolled in a plan, with protection for up to $15,000 in recovery costs. Strangely, the 4-1/2˝ x 9-1/4˝ envelope has no teaser (Archive code #545-172047-0804A).
The second offer, to American Express Blue cardmembers for the Account Protector Program, has been in the mail since at least December 2004. This 6˝ x 9˝ envelope teaser reads “INSIDE: Important protection for your Blue from American Express account.” The letter and insert promote the program as a smart and secure way to protect one’s account balance and credit standing from major life changes, such as unemployment, military deployment, marriage and divorce, among others. As with the Identity Protection mailing, the cost of the plan is presented as a small price to pay for peace of mind. Cardmembers even have a 30-day period to test the service at no cost (Archive code #545-172047-0804B).