One Cool Free Idea

This great post from Church of the Customer Blog caught my eye today. In it, Jackie Huba tells the “tale of two birthday cards” - a little slice of life look at the direct mail pieces she received from retailers who knew it was her birthday and wanted to not only connect but entice her into spending some of that hard-earned birthday bread on their stuff. The pieces mailed to her show the difference between companies (or bands, or artists…you get the point) who just send out a generic message, and those who really get how to customize and differentiate their outreach.