‘Red Hot’ Idea VI for Building Your Own Customer Nurture Program
Last week, the Fire Enterprises, Inc. (FEI) tribe went over a great idea for building a Customer Nurture Program. This week? Another great CNP idea. Remember, fire = print.
It was near closing time at FEI headquarters. Zoot, who’d finished his sales calls early, dropped in on Marka to find her arranging a formidable pile of envelopes on her desk.
Red-Hot CNP IDEA VI: DIRECT RESPONSE MAIL
“Don’t you run out of saliva?” Zoot asked.
“Are you being gross again?” answered Marka, shooting a disapproving look at her sometimes boorish counterpart.
“You know what I mean..licking all those envelopes?”
“Actually, no,” Marka said, turning her attention to Zoot. “The letters I send on behalf of FEI don’t need to be sealed. You know Be Frank, Olympus-renowned creator of O-mail?”
“Of course,” Zoot said nodding.
“Well, not only did Be Frank create the O post-office and the O-mail service, he designed many different mail pieces: self-sealing envelopes, extra panels for messages, perforated pieces for reply cards...you name it.”
“I get these in the mail often,” Zoot remarked.
“Self-mailers allow interested recipients to easily respond to whatever promotion we’re running at the time,” Marka pointed out. “All they have to do is check off a few boxes, enclose a check or a credit card number, re-seal the mailer and drop it into the mail. Because they don’t require an envelope, self-mailers remove a step from the direct mail reply process and, therefore, make it more likely that recipients will respond.”
“What’s the benefit for us?” Zoot asked.
“We can send our mass-mailing via standard OPS (Olympia Postal Service) for a much lower postage rate than offered by First Class service. If we pre-sort and apply barcodes to our mailing, we’ll qualify for additional postage savings. Because self-mailers don’t contain an extra envelope, they’ll usually be lighter than regular mailers and may qualify for flat or letter mail discounts as well. Additional discounts can also be obtained if we deliver our mail to OPS facilities instead of waiting for them to pick it up. The bottom line? Companies willing to standardize their mailings according to OSP guidelines can save a whole grape-load of drachmas,” Marka explained