Calling All Small Businesses
Carey Fox, account director, Harte-Hanks, notes that pushing up the timing of the Welcome Kit has proven extremely effective for BellSouth. "We've seen an increase in results on our call volume based on offers we have in the piece by touching these folks sooner in the relationship," she says.
Although the CID package still is mailed, BellSouth plans to incorporate that information into the Welcome Kit in the near future. "We're in the process of building IT systems to integrate the product information for multiple service components into this package," says Raible. "As soon as those are built, the rolling of all elements into one kit begins."
Brent Mlott, BellSouth's senior director of product marketing, says the Welcome Kit generates close to 5 percent response.
Building the Relationship
That initial touch then is followed by BellSouth's Newlywed package. This piece retains the overall full bleed of BellSouth blue color, but is scaled down to a #10 envelope, the size more traditionally associated with the B-to-B mailings. This second touch is a little more promotional, with offers included in the letter. A buck slip is included to feature additional offers, address answers to frequently asked customer questions or illustrate a customer-problem/BellSouth-solution scenario.
Of the Newlywed package Raible says, "It's also very integrated with our sales channel, so the sales channel knows what's going on, what message is going to the customers so sales can better answer customers' questions when they call in."
Small business customers are mailed several times within that crucial first six-month period, not including billing and account information. These subsequent touches are timed, says Raible, around those "moments of truth" at which point customers may have issues or questions—around billing periods, for example.
"We're also looking at learnings from our re-acquisition campaign," she adds, "so we can take those learnings and better insulate our customers from competitors' activities."