Mailbag Review: How to Keep Customers Around
Ah, Spring! There’s no more snow, the birds are singing, and the trees are budding. It’s a time for a fresh start. But from two mailings that showed up in our review of March’s mail, a new beginning is not exactly welcome.
Disney Movie Club (Archive code #127-693842-1003) mailed a package to an expired club member requesting a second chance. Unlike its splashy acquisition efforts, the front of the #10 outer is simple. There are no colorful graphics, just some copy: “Cancellation Confirmation Enclosed. Please open at once for important information about your account.” The letter inside starts by noting that “We have received your cancellation request and have cancelled your membership.” Having acknowledged a clear and deliberate act, the letter continues, “we sincerely hope you will reconsider and come back to us.” The ex-member is flattered as one of “a special group of people who value wholesome family entertainment.” They are reminded of the benefits of their membership: stickers, postcards, exclusive deals, etc.
Finally, the offer is made: “Choose 4 Disney movies for just $1.99 each with free shipping!” Helpfully, there’s tri-fold insert opening to 11” x 8-½” inside with a selection of DVD covers and titles. From there, the “valued member” can respond by mail or online. This is, essentially, a stripped down version of its acquisition package, hitting on all of the reasons why the member joined in the first place, and planting a few seeds of doubt about the cancellation.
A mailing by MINI (Archive code #361-717514-1003) also attempts to keep a customer around, while using the cheeky humor typical of many of its advertising efforts.
In this case, a leasee is directed on the front of the 5-½" x 9” outer: “LET’S OPEN THIS ENVELOPE FIRST.” Inside, there’s a 5” x 8-½” booklet (“The Lease-End Guide”) that spends most of its 28 pages prodding the customer to “reflect on your motoring experience, evaluate your motoring skills and decide what you want to do next.” The choices come down to getting another MINI, keeping the current car, or ending the lease.