It’s probably standard procedure at your institution to send out a welcome letter to new customers within one week of their account opening.

It’s an opportunity to thank the customer for her new relationship and a chance to remind the new customer of other benefits you offer.

Makes perfect sense.

But as I read a critique of a welcome letter in the pages of the latest issue of ABA Bank Marketing, I was reminded of Jason Dorsey’s presentation at our last symposium describing how to reach a Gen Y audience.

Jason told us he has a banking relationship with “Melissa,” his branch new accounts person, not with his bank. And the same is true for his friends.

So it follows that the first correspondence from the bank ought to be from the person who opened the account, Melissa. And that correspondence shouldn’t be a letter at all.

It should be a card from Melissa. Handwritten, no cross-selling, with a simple note:

“Steve, it was nice to meet you this Tuesday. If you ever need anything, feel free to call me. Take care. —Melissa”

A Tell A Friend coupon included in the envelope would be perceived

as a logical extension of the friendship just created.

Jason also recommended sending an email the same day the account was opened.

It’s not often the most valuable thing to do is also the easiest thing to do. This might be an exception.