One to Watch: Wells Fargo
While several impressive efforts came into our Who’s Mailing What! Archive from the “join/attend/be listed” sector, none surpassed the superlative Wells Fargo Preferred Program package. Sent to Wells Fargo debit card or credit card holders, the 6˝ x 9˝ envelope shouts out “Welcome” on the outside and delivers big-time inside (Archive code #571-174845-0712).
It may only contain a one-page letter and a brochure inside, but both give plenty of valuable information to the new member. Personalized to the max, the letter encloses two cards glued to the upper right corner; one is the membership card and the other a “$50 Hotel Savings Card.” Talk about starting out a customer relationship on the right foot!
The letter is straightforward and effective—both discussing the main features of the program and reinforcing the reasons why the customer originally opted in to it. In the first paragraph, it says, “Your life has just gotten a little easier because you now have a personal assistant who is at your service—whatever you need, we’re here for you.” Next, it mentions the kind of things you might “need,” such as a prescription delivered to your home, driving directions, sporting event tickets, before identifying the three simple steps to how the program works: calling “to reach your Personal Assistant, Concierge Service, Emergency Travel and other benefit needs,” then identifying yourself with membership number, and then they’ll “do the research and reply by phone, e-mail or fax, whichever works better for you.” In the last paragraph, it even gives a number to call if the member wants to discontinue the program, rather than bury such a number in the small print somewhere else.
The brochure fills in few more details, such as its $250,000 Travel Accident Insurance” and the other surprising things you can ask for, such as a handyman, tee times at golf courses, laptop computer advice and even a birthday present for your wife! Yes, this goes a step beyond the membership programs at other credit card companies and appears to be, at $49.99 a year, a significant bargain as well.