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Intimacy is expensive, why abuse it? This week the ROI Hunters are amazed at the foolishness of some of the big service providers. They send out information for us to act on but add an extra line in the mailing label that just destroys everything they hope to achieve. After all, hunting ROI requires you to know your prey!
What an insult.
Those three little words on the mailing label: “Or Current Resident“. Don’t they understand what damage it does. We pay these companies large amounts of our resource to use their services and we expect them to send us relevant and timely information or special offers because we are valued. What is suppose to be an opportunity to further evolve the relationship with the client becomes just a cheep marketing tactic to sell more stuff.
What are you really telling me.
The message is clear. The offer enclosed in this envelope is no more personalized or sensitive to our needs, our account information, our interests, then the yellow pages we just looked at to find a new service provider. In fact, the service provider probably thinks so little of us that the material enclose in the envelope is probably more applicable if we weren’t there and some stranger opened it.
Segmentation Works
The ROI Hunters always advise our clients to be specific and focused in your communications. When communicating to your clients, speak only to your clients. When designing a new campaign to attract new clients, don’t send it to your clients. It might just be the excuse they need to dump your company for another. Good Hunting.
See Also: Press One for English
ROI Hunter Field Journal 
#1 by Tim Rueb on July 31, 2008 - 12:21 am
I found another post with similar thought at:
http://kennen.wordpress.com/2008/06/10/or-current-resident-too-generic/
#2 by Adam Johnson on January 29, 2012 - 4:39 pm
The “or current resident” is required by the usps to bulk mail at the standard mailing rate, it saves about 20 cents per mailer. It kinda makes sense now aye?
#3 by Tim Rueb on January 29, 2012 - 6:58 pm
So again, as a long time client, I’m not worth $0.20 for a company that I do business with all the time to actually send me mail and not make me feel like I was lumped together with all the other persons they might know? Sorry, aye, still doesn’t make sense!