Keeping Customers in the Loop Pays Off

I recently received a letter in the mail from my bank offering me the option to opt out of a new database that had been created as a result of the bank being acquired by another financial institution.  My choices were to either notify them if I wanted to be removed from the database (which they made extremely simple) or, by not responding, be left on the mailing list.

The fact that a company would go to this extent for their customers really impressed me.

First, because they allowed me to make the decision regarding whether or not I wanted to receive mail from this newly formed organization. Second, because the letter was sent specifically for this one purpose. The option to opt in or out was not buried somewhere in the body of some splashy announcement about the two companies merging.  These two simple courtesies caused this company to stand out in my mind from all the other companies that send me mail, email, or any other communication.

The net? I didn’t opt out and the reason has more to do with their good manners than with me wanting to receive mail.  Being up front with your audience speaks volumes about your company.

Their decision to keep me in the loop means that I’ll open their next mailing, which is more than I do for most promotions that come my way. Of course the cycle starts over with each communication so it’s critical that the general tone and style are consistent. In other words, I expect the next mailing to be as straightforward in its message as the previous one therefore coming full circle.

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