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Control of the Month: San Diego Zoo

February 25, 2010 by Paul Bobnak, Who's Mailing What! Archive director
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In lieu of a new membership card (which probably will be mailed separately), there's a personalized "Certificate of Appreciation" included in the envelope, recognizing the couple for "continuing to lead the way," thus, further enhancing that feeling of flattery. As an incentive, the zoo offers a reduced enrollment price, pro-rated to include the dues already paid for the year.

A follow-up membership mailing (Archive code #576-174159-0912C) is a slimmed-down affair. Mailed in a 4" x 8" envelope since at least April 2003, the one-page letter and separate order form remind the prospective members of the lower price and benefits, while keeping the flattery to a minimum.

Paul Bobnak is director of the Who's Mailing What! Archive, the world's largest library of direct mail. 


 

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