The Purpose of Letters and “Dead File”

Definition

“Dead File” simply means to take a customer off our mailing list for any reason.

The Purpose of Letters and Emails

The purpose of letters and emails is to:

1. Maintain and increase our communications with our customers so that:
2. You can easily and continually ask, and get answered, “How can I help you and when”? (Also known as, “What can I sell you and when?”)

THE BASIC QUESTION THAT YOU WANT ANSWERED IS, “HOW CAN I HELP YOU AND WHEN?”

That is it. Anything else is number 1 and is simply communicating. But you really want to know number 2!

What you don’t use letters or emails for is generic promotion of events. Letters or emails are only used to promote an event if you feel that that particular customer has an interest in that product. Letters or emails are not used generically to promote events; instead, we send an eblast to the entire email list.

Letters and emails are used to:

1. Communicate to raise the reality level of LHFJ in the mind of the customer.
2. Find out “How can I help you and when?”

Sometimes you can use words as blunt as “What can I sell you and when!” Other times you can be softer. But all you REALLY want to know is, “What can I sell you and when?”

When to Stop Promoting To a File…Dead File

When we take someone off our mailing list, we call them: Dead Filed.

And when you feel that there is no positive answer forthcoming from your questions, then they should be off the mailing list. Don’t waste time and postage on someone who won’t answer the question, “How can I help you and when?” And don’t waste your time on someone who answers with something not worth your time, such as:

• “I will be buying a Pandora charm for my sister next year.”
• “I will need a battery for my watch again in 4 years.”
• “I am thinking of a Swiss Army watch for my son when he graduates three years from now.”

None of these is worth the time and effort you will spend. These are not worth the cost of postage to keep them on our mailing list.

Also, it is not wise to “hope” that someone will buy something someday. It does not justify the expense of keeping them on the mailing list. Look at their history in the computer. If they have not bought anything significant (you can use profit over $500 as a guide) for 2, 3 or 4 years, then they are not likely to. So take them off.

It is NOT necessary to tell someone that you are taking them off if they have not bought a significant amount like under $500 for 2+ years. Just take them off by marking “off” in the contact keys.

Make a note in the Contact Log for anything you do in the contact file.

MAKE A NOTE IN THE CONTACT LOG THAT YOU TOOK THEM OFF.

You can write, “took off” or more properly, “mailings off” and why. Example: Mail returned or “Mail ret, Mailings off.”

There is no hard fast rule but the above is clear and should be used.

People may ask to be off, so you would write, “requested off, mailings off.”

Any time you change something in the file, MAKE A NOTE. This even goes for when you change them from “mailings three” to “mailings twelve” or vice versa. Any changes, make a note in the contact log.

People Who Have Bought in the Past

If they have bought a significant amount in the past, you can send an “off letter” which should be something like this:

At one time, you did some significant business with us but none in more recent years.

With the economy slowing, we are reaching out in any way we can. Is there some way I could entice you back into being an active customer? How may we help you?

Please just jot a quick note to me on the back of this letter, then simply fold it and mail back postpaid, or send me an email.

Also, should I keep you on our mailing list? _____ yes _____ no.

All the best,

Judi Lame
Salesperson, Leo Hamel Fine Jewelers

Or

At one time, you did some significant business with us but none in more recent years.

Being eco-conscious we don’t want to waste paper sending you fliers and letters if you no longer are interested in getting our mailings. But if there is anything you might need in the next year (birthday, anniversary, graduation or something for yourself), I would like to help.

Please just jot a quick note to me on the back of this letter, then simply fold it and mail back postpaid, or send me an email.

Also, should I keep you on our mailing list? _____ yes _____ no.

Ever Upwards,

Jane Smith

These are not set-in-stone letters but they give you an idea of what could be written.

You are asking, “What can I sell you and when” in a nice way.

You would only keep them on the mailing list if they answer (positively) to the question, “How can I help you and when?” If they don’t answer at all, take them off after one or two tries. And always refer to the previous letter:

Dear Mr. Chetsnolovich,

I recently wrote asking if I could help you with anything this year and if I should keep you on our mailing list but you didn’t reply. Should I take this as “No” and “No?”

Remember; only send these “off letters” to people who have purchased significant amounts in the past. For low purchases or no purchases, just take them off if they didn’t answer your earlier letters.

WHEN YOU SEND AN OFF LETTER, MAKE A NOTE IN CONTACT LOG THAT YOU SENT “OFF LETTER.”

IF YOU TAKE THEM OFF THE MAILING LIST, MAKE SURE YOU LEAVE A NOTE IN THE CONTACT LOG, “TOOK OFF.”

So please re-read the above and write letters and emails accordingly. (This means that you go back and re-read the policy at least one more time…like right now!)