Sprint Uses Direct Mail to Reach Former Customers
Luring back a lost customer requires a little bit of work, as shown in this direct mail piece.
Mailer Name: Sprint
Date Mailed: January 2016
“We miss you!” reads the headline on the front panel of the 5-1/2”x7” folded self-mailer. The image shows a smiling family gathered around a tablet. The next line offers to “reconnect now,” but adds a practical benefit to go along with the warm-and-fuzzy feeling. It mentions “50% savings off” to returning customers, and returns to the theme inside.
An interior panel is dominated by a single giant yellow burst that puts the offer in large type. It also zeroes in on Sprint’s three biggest competitors, comparing the discount to their rates. Another panel calls it “the biggest offer in U.S. wireless history,” and promises “no gimmicks.”
Sprint doesn’t rely on pricing alone to persuade defectors to come back. Another panel shows how its network has been upgraded since the customer left. A graph displays its download speed compared to those of other providers. “Faster than Verizon and AT&T,” it boasts.
The direct mail package deals with another obstacle. To make switching back more practical financially, it dangles another incentive. “We’ll pay up to $650 of your switching fees,” it offers. Customers get an American Express Reward Card by following one of three calls to action.
When you understand why a customer left, improve their value proposition to get them back.