Smart Direct Mail Can Be This Simple
Kremp Florist, a local flower shop, proves you don't need a fancy-schmancy, four-color approach to create effective direct mail. When a customer placed an order last year, the retailer simply gathered some basic transaction information from this customer and stored it in a database. It then developed a low-cost and effective direct mail package to share its reminder message in a timely manner.
A few weeks before the anniversary of the purchase event, Kremp's mailed the customer a 6" x 9" carbon-form snap-pack with a "Transo-gram" theme that implies this is an important message delivered via express mail (355KREFLO0701). The single slip inside features a short personalized message that reminds the customer that a special day is approaching, and the florist would be happy to provide flowers, plants, fruit baskets or other gift ideas. Complete contact information is listed, which makes it easy for the customer to easily place an order.
The one caveat to this seemingly no-brainer is the potential that the gift-giver's relationship to the gift recipient is no longer warm and fuzzy. Or, the intended recipient of this mailing could be a cheating spouse, whose partner opens the mail first. In either instance, this reminder would cause the customer considerable discomfort.
Still, the potential for disaster is probably less likely than the potential for strengthened customer relationships. Plus, the message does not specify what was sent to the recipient, only the special occasion, date and name of the recipientwhich gives a cheating spouse plenty of wiggle room.