Followers of this blog know that we are pretty merciless when it comes to bad direct marketing. AT & T has joined the ranks of shame with this brilliant effort. The following letter arrived in a generic white envelope and if I was not always on the lookout for the next great pitch it probably would have ended up in the trash. Unfortunately for AT&T, I read it.
I was going to add more commentary, but let’s skip to the chase.
• Only make relevant offers to the target audience and clean your data to make sure you know who you are talking to. Never offer as “new” services (in this case 800#s and international calling) that the client already has. The will feel poorly treated and unappreciated. If you tell us that we are a high volume firm, we expect more.
• Provide a call to action and response mechanism on every piece. Never make a prospect go looking elsewhere for a way to buy.
• Use multiple channels to offer choice to your customer – They may prefer another channel. Use PURLs, landing pages, and the web to enhance the customer experience.
• If AT&T can’t use a campaign specific 800# to track response by offer then they should quit marketing. Seriously, you’re the PHONE COMPANY.
• Personalization works: “Dear Long Distance Business Customer” ? Come on, that was lame in 1975. We have a sales rep. We know her name. Why is this letter not from her?
Before marketing, analyze your data in order to provide a relevant and personalized customer experience. If you offer a marketing product (in this case web and telephony) use it in every single piece of marketing, every time. There can never be any reason that justifies ignoring these rules.