AT&T upgraded a customer’s available services in an effort to win him back in a 6˝ x 9˝ August envelope mailing. The letter begins by referencing what appears to be customer comments: “After you left, this is what you said: ‘Give me value.’ ‘Give me a consistent monthly bill.’” It goes on to assure this lost customer that his needs have been met and surpassed by a new calling plan and urge him to come back into the fold (Archive code #808-171624-0608).
Within this sector, the theme of upgrading does not apply just to current customers, however. Many telecoms play on the concept of upgraded services to go after prospects.
Time Warner Cable, for example, mailed two postcards in August, one promising that its Road Runner service will show the prospect “what fast looks like” (Archive code #837-173384-0608A), and another inviting the prospect to “upgrade to an Internet connection over five times faster than DSL” (Archive code #837-173384-0608B). Working Assets continues to promote its new wireless service with a more esoteric take on the upgrade: “All wireless services are about the same. All wireless companies are not. ... Introducing the nationwide network that connects with your values” (Archive code #808-636739-0608).
One to Watch: The nature of telecom products makes it hard for a direct mail effort to actually show how a product really works, but Verizon took a stab at that with an August self-mailer for its VZ Navigator service (Archive code #808-636941-0608C). One exterior side of the effort teases the service: “If you don’t know how to get there, your phone does. … Enjoy real-time, audible directions right on your phone.” The other exterior panel introduces the offer—30 free days of access to the navigator service—and includes a reply-by date in the call to action. But it’s when the recipient opens the self-mailer that things get interesting.