One way to keep close to your customer.

Lobby traffic is down as growing numbers of consumers are banking through ATMs, their debit card and their PC. So, how do you maintain a close relationship with a customer who seldom comes to the bank?

One way is through a program of written direct mail contacts. The program can be simple or elaborate, and maW vendors offer methods to assist. They can be as basic as recognition or "thank-you" letters or they can use complex matrices for targeting and cross-selling services.

As a start, let's look at some options that can be done at relatively low cost.

All of us have received a birthday greeting from an insurance company at one time or another. Typically, it notes that another year has passed and, by the way, "Have you thought about long-term care insurance?" or another product.

And, if you hold a fee-based travel and entertainment card, you probably receive a "thank-you" letter each year acknowledging your valued relationship. Its arrival is timely, too ... about a month before the annual fee is posted. Both of these examples remind the customer that the company is aware of and values their relationship.

Whose anniversary is it?

I am often surprised to learn that a bank celebrating its 30th, 40th or some other anniversary with a long list of activities has never made the effort to note a customer's anniversary with the bank. For example, consider sending a letter saying "We note it was a year ago when you opened your checking account with us, and we are writing to express our appreciation and say 'Thank You!'"

Or ... "It has been one year since you opened your home equity line of credit with us, and we hope it has been useful in lowering the cost of borrowing for the necessities in your family's financial life."

In both of these examples, the letter can go on to talk about the product's benefits or other related products.

For example, a letter to a checking customer could suggest related services that the customer might find useful, such as a debit card. Or, it could show them how to add telephone banking to their account, or how to sign up for Internet banking.

"The home equity' credit letter could address the fact that customers have access to additional money, or that interest rotes are still near their lows, and it could be a good time to convert other loans to this account.

"How's our service?"

Or, instead of cross selling, the letter could talk about the bank's focus on service. It might identify some of the service initiatives the bank has taken since the customer opened the account. Or, it could ask the customer to answer a brief survey on his or her impression of the service quality.

But yon don't need to wait for the bank's anniversary or the customer's to write to them. Consider creating a series of letters to send throughout the year to establish an ongoing dialogue with the customer. We will cover possible topics in the future.

A direct mail "relationship management" program need not be elaborate or expensive. You can send a basic letter for out-of-pocket costs of less than thirty or forty cents each.

Jim Turner is President of Etra Corp., Napeville, Ill. The company provides advertising and research services. He can be reached at [phone] at [e-mail].