Are your communications with clients really getting noticed?
Posted: 4/21/2016 at 12:02 PM
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Is your email box overflowing? Do you receive hundreds of emails every day that you don’t even have time to look at?
Well, it’s likely your customer is in the same boat. If you’re wondering why they aren’t taking advantage of your offers, maybe it’s because they never had a chance to look at it.
Do you have a multi-channel communication approach in your business, or are you only sending through one method? You will get the best return on investment by reaching out to your customer through multiple channels, so if you’re only communicating with your customers and potential customers via email, you’re likely missing out. A great opportunity to grab their attention is through Direct Mail. Direct mail is anything that is printed and sent through the mail for advertising purposes. A physical product, flyers, ads, coupons, statements, etc, that they can hold in their hand, pin to the bulletin board, or put in their “Take Action” file is likely to get far more bang for the buck than a digital communication.
Is it expensive to print these products? Printing costs are not that high; postage makes up almost 75% of most printing job costs. The most effective way to reduce postage expense is to outsource your printing and ensure you have the most up-to-date address information. You can do this through multiple avenues such as companies like Cass, National Change of Address (NCOA), and other address cleansing software.
If you need evidence on why sending direct mail is a good strategy, recent studies actually show that people do, in fact, prefer to receive physical mailings. A recent study by the U.S. Postal Service Office of Inspector General (OIG) in collaboration with Info Trends, a consulting firm, determined that most bill payer’s still prefer to receive their utility bill in the mail, even if they paid the bill electronically. Even in the younger generation, those raised in more of a digital society, 89% still preferred to receive their bills through the mail.[i]
If you’re wondering why that is, the research found that physical mail provides a good record-keeping tool and also a reminder that the bill needs to be paid. You can easily make the assessment that the same holds true for business information. A physical product in the mail is a much more noticeable reminder of a business or service than an email. While sending physical mail is more expensive than emails, if it converts to higher customer satisfaction levels, it’s probably a good return on investment.
[i] 1 OIG calculation based on U.S. Postal Service, The Household Diary Study: Mail Use & Attitudes in FY 2013, May, 2014, http://www.prc.gov/Docs/90/90246/USPS_HDS_FY13.pdf, and U.S. Postal Service, Public Cost and Revenue Analysis: Fiscal Year 2013, December, 2013, http://about.usps.com/who-we-are/financials/cost-revenue-analysis-reports/ fy2013.pdf.