Understanding what your customers want is step one; the next is to use
technology and solutions to deliver the following seven rules of effective
communications.
Maximising the effectiveness of
customer communications
1. Build accurate prospect and
customer information
The cornerstone of successful
communications is to keep accurate
customer databases. Addressing
software that checks addresses
against Royal Mail PAF files will
correct mis-spellings and add missing
details and postcodes. Some software
can also check suppression lists to
ensure compliance with do-not-mail
requirements.
2. Offer a choice of communication
methods
Output management software meets
demand for relevant and personalised
content. The best solutions, like
Neopost Print Machine, can design
documents or marketing material;
automate distribution through mail,
email or SMS according to individual
customers' preferences; add intelligence
marks to documents to manage the
accurate filling of envelopes with
tailored content; and control the
personalisation of envelopes.
3. Make your envelopes work harder
Make use of the blank space on an
envelope to promote your business.
Franking machines can print logos,
images and slogans beside a post
mark to enhance branding, promote
a new product or advertise a change
of address or phone number. High
speed envelope printers offer more
scope for customisation. Use them
to print marketing messages in full
colour directly onto plain or pre-printed
envelopes. The ability to print envelopes
on demand lets you respond instantly
to new marketing opportunities with
customised messaging.
4. Project an image of professionalism
and reliability
Make a good first impression by
producing professional-looking
documents. Use a neat frank mark to
convey an image of efficiency, reliability
and stability; or a folder-inserter to
ensure letters are sent out with neat
folds and correctly positioned addresses.
Document design and output software
will help you maintain a consistent
corporate identity across all printed and
electronic output, including invoices,
payslips, receipts, statements and forms.
5. Personalise Communications for
Maximum Impact
Use digital printing technologies and
intelligent mailing equipment, from
envelope printers to folder-inserters,
to personalise printed messages and
the content of envelopes.
The personal touch
Elisabeth Swan of the Weston School of Dancing uses the stock slogans
on her Neopost Autostamp franking machine to add a personal touch
to mailings. “I quite often use the ‘good news’ slogan at the end of term
when we’re sending out exam results and certificates,” she said.
The Neopost Guide to Smarter Communications
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