When I needed a new TV a few months ago, just in time for football season, I headed to one of the nearby big box stores and picked up a model from LG Electronics. I'm not much of a gadget guy, but I signed up for the company's email anyway. I figured that, at best, I'd get special offers every once in a while on accessories.
Instead, I got more. Much more. Besides the expected Black Friday announcements, I received a survey and sweepstakes offer, tips on how to get the most from my TV, and just last week, an e-newsletter that goes a long way in building the brand and LG's relationship with the customer.
Check out the slideshow below for a breakdown of this LG effort.
Paul Bobnak is the research and content director at Who's Mailing What!, which houses the most complete, searchable (and fully online) library of direct mail and mail in the world. To learn more about joining, go to www.whosmailingwhat.com. Reach him at firstname.lastname@example.org.