Timing communications to your targeted customers should be both preemptive and continuous. The following timeline provides a suggestion on how to schedule and test your efforts.
New competitor enters market
1- to 3-month campaign
Heavy long-distance billers}
Letter test(s) vs. direct mail}
–
Initial Letter
3 targeted savings offers
New plan - call today - no offer
New plan - call today - special offer
New plan - call today - offer with deadline
Direct mail vs. letter test(s) }
–
Direct mail
New plan - call today - offer with deadline
Technically elite customers }
Heavy long-distance billers }
E-mail(s) vs. letter test(s)}
–
E-mail
3 targeted savings offers
New plan - call today - no offer
New plan - call today - special offer
New plan - call today - offer with deadline
–
Invoice insert
Simple savings reminder message
Support direct mail message - call today
