We all get “letters” from companies we do business with. Most go right in the garbage.
But, sometimes, a letter stands out.
The letter I’m going to tell you about was noteworthy because it reflected these 5 Pointers for Direct Customer Communication:
- Be Authentic
- Be Relevant
- Keep it Straightforward/Concise
- Convey appreciation/thanks for the business
- Provide a Call-to-Action
“A few personal words.”
That was the title of the letter I received after a recent purchase from online retailer KingSize.
The one-page communication was a surprisingly good example of customer relationship engagement — that almost didn’t happen. That’s because the envelope and letter felt like just another typical piece of unneeded “junk” mail and I almost threw it out twice before reading the letter.
So, what made me read?
It was the title of the letter’s author: Brand Manager. That stood out to me as a marketer and former Brand Manager myself.
Then, the authentic, story-telling beginning hooked me to continue:
“The day I joined KingSize was one of the most significant days of my professional life, and I love it today just as much as I did on that first day six years ago.”
The letter was also relevant and had a bit of personalization. It noted the type of item I purchased. And talked about a commitment to making men “feel great.”
Plus, KingSize offered a $50 discount on my next purchase of at least $100.
Credit: KingSize.
Intrigued, I researched the Brand Manager to make sure he was real, and not just a marketing fabrication.
He is, but David Reinke’s official title is VP, General Manager at FULLBEAUTY Brands, the company that owns the KingSize brand. According to his LinkedIn profile, he leads a 30-person marketing and business team.
Okay, the brand seems to be under his remit, so I suppose a bit of creative license is allowed.
I liked David’s letter, and if I were to respond, here’s what I’d say:
Dear David:
Thanks for your note and coupon. Nice touch. Chances are I won’t use the discount offer, though. For starters, I’m not a Big & Tall shopper, so I’m not a core KingSize customer. I buy socks from your company because in most cases I can’t walk into a retail store and buy extra large size socks. They’re not stocked. Also, the discount has a short expiration date of 2.5 weeks, and I don’t need anything else from your site now. Still, for a 50% discount, I may take another look, just to be sure. Regardless, I feel just as good, if not a little bit better, about KingSize after your letter.
All the best, Harvey Chimoff
Harvey Chimoff is a versatile marketing and business team leader who believes good marketing sells. Contact him at StratGo Marketing, a “nuts and bolts” strategic marketing resource.
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