In this article:
- Ryan Reynolds, the owner of Mint Mobile, sent personalized holiday greetings to customers including a picture of his. Yes, in the actual mail
- That’s Customer Relationship Marketing!
- Anyhow, of course, corporate holiday greetings appear more personal when attached to a face — or, better yet, a full-body cut-out– as in this illustration:
My household contains customers to several different mobile services, including Mint Mobile, which was chosen for its low price. But even customers who are value-driven and price-sensitive appreciate little things that make them feel special. So when our resident Mint subscribers received the envelope pictured below, she opened it up and proceeded to follow the direction to get “RYAN ON AN ISLAND” to stand (as pictured above).
Sure, he could have sent an email that said the same thing and saved the cost of printing and postage. But the whole thing comes together with the feeling that Reynolds really is directly involved with his company and his fellow subscribers.
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Ryan Reynolds, who identifies himself as “owner, Subscriber” on the card he sent along with the cut-out, expressed his personality in the brief text:
Happy holidays from Mint Mobile.
Sending you a little Orn-Mint (heh heh)
Because that elf can burn in helf. [sic]
The tongue-in-cheek variation of the standard holiday greeting is meant to invoke some warm, fuzzy feelings without descending into the trap of sentimental banality. Even the envelope stresses that point by showing Reynolds’ name rather than just Mint Mobile above the address on the envelope. Also getting something physical rather than just a digital message makes customers feel like they’re getting something more significant.
Other brands could do the same, offering a holiday greeting that reflects the unique personality behind the company for a more relatable and personalized point of contact with customers that fosters feelings of loyalty. Just don’t forget to include some CTA that you can collect and use for further personalization of future communications, yeah?
Related: Dear Amazon Prime Video Team