100 words on: You’ve got mail! Or should.
“No one reads, their mail. Everyone knows that.”
–Anonymous
Not so fast…
Clearly, we love email and we admire web sites and apps that deliver value (think of Yelp or Groupon). Yet, our increasingly empty USPS mailbox makes us wonder if print isn’t being overlooked unfairly.
A new consumer survey found that:
• Two of three preferred print catalogs to viewing catalogs online.
• Six of ten preferred receiving printed bills, invoices and financial statements.
• Eight of ten dollars raised for charity are from mail solicitations.
Direct mail is rarely the most cost-effective way to acquire customers today and the incremental value of multi-channel buyers is declining. Still, we believe that print should be part of the mix.
To make it effective, we wonder how many have:
• Abolished silos and integrated systems to accurately measure the value—and incremental value—of every interaction.
• Created a integrated contact strategy vs. direct mail, web and email strategies.
• Segmented customers accurately, based upon their transaction and product preferences.