I came home to an envelope with my name and address handwritten on it. And the fact that there was an actual postage stamp, gave it the genuine feel of a real letter and made me excited to open it. But then of course, you catch the company name on the return address shortly after and then your heart sinks with disappointment upon discovering that it’s not a real letter.
Despite the poorly printed black and white letter on a piece of flimsy 20 lb. bond paper (plus, notice the photocopy burns on the left edge of the paper), everything else was superb.
(1) As I said, my name and address were handwritten on the envelope and the envelope had a postage stamp. For a few seconds, it looked like a real letter and I couldn’t wait to open it. Your typical direct mail has a Canada Post postal indicia and that immediately tells you that it’s marketing.
(2) The letter’s salutation was personalized to me.
(3) The “WE WANT YOU BACK” made me feel good. Lame but true.
(4) The strong call-to-action with the $25/month offer that is apparently “available only to you as a valued ex-member” made me think twice about renewing my membership.
Honestly, this worked really well on me and I would be on the phone with them right now if I wasn’t so sure that my renewed membership would head straight for the garbage can to be united with all my other wasted gym memberships. I have discipline in all things but the gym, so no dice for now, Premier Fitness! Good job, though. But maybe print the letter a little nicer and a little less ghetto next time.
