This past Saturday, two marketing pieces ended up on my kitchen table at home.
Nothing Says Thank You Quite Like Free Nights in Paradise
Nothing Says We Want You Back Like $89.99
Well, actually, there is something....
American Express, if you simply would have called me and said Thank-you for my 25 years of being a card member, that would go a long way. As well, you can apologize for reducing my credit line by $35,000 due to the "credit crunch" even though I have never once missed a payment, and have used my card to purchase over $1.2 million dollars of products, for which you have received ample fees.
Comcast, if you simply would have called to apologize for cheating us for all of the years that we paid you $163 per month, and offered to refund us the difference between that and the $89.99 you are now offering, we might consider coming back. All you have to do is say your sorry, that you realize how much you appreciate us as a customer now that we are gone and you wish you would have said thank-you sooner, and you feel badly that you screwed up.
When you have a marketing piece that starts with "Nothing says....", I bet something does say. I bet if you are willing to speak directly to your customer, whether by phone, by email, or using social media, I would suspect you will get a significantly better response than the 1 - 2% you can expect from a direct mail campaign.
Nothing says thank-you, better than saying...thank-you.