Personalized Letters
When you want to make the greatest possible impact among a small group of customers, few things beat personalized letters. It can be a “thank you” to customers for participating in a class or trip, or an invitation to a select group to be the first to sign up for a special event or activity.
Sure, you can accomplish the same thing via e-mail — but doing so by regular mail reflects the fact you were willing to put in additional time and effort. It also enables you to enclose coupons, flyers and brochures for other activities.
“Mail merge” has been with us since the advent of word processing; however, few stores use this feature to its maximum advantage. The key to effective form letters is to not let them look or feel like form letters. Whenever possible, add an additional paragraph that is unique to each customer, and sign each letter by hand.
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