Direct marketing intelligently

I got this in the post today. It’s a booklet from Carphone Warehouse, where I got my phone about a month ago, detailing its various uses, useful things to know about my contract and so on. I think its one of the best uses of direct mail marketing I’ve seen in the recent past. It’s personalised, useful and I’m going to remember that they took the effort to put my name on it, even if it hardly cost them anything. This is how you keep your customers happy.