New Zealand Marketing - - Marketing Association -

This is not a doom and gloom story

Poor old New Zealand Post. Grandma is us­ing Face­book, Dad has an iPad and your best friend just emailed you an in­vite to their wed­ding – no wonder the cost of de­liv­er­ing let­ters keeps go­ing up.

The con­se­quences of ris­ing costs means the tra­di­tional big mail­ers, such as the banks, tel­cos and util­ity com­pa­nies are in­creas­ingly switch­ing to dig­i­tal meth­ods for their es­sen­tial mail (in­voic­ing and state­ments) with many oth­ers fol­low­ing suit which forces the prices up again.

This is not a doom and gloom story.

The thing is good old fash­ioned di­rect mail con­nects with peo­ple on a dif­fer­ent level. With let­ter­boxes be­com­ing in­creas­ingly bar­ren we pay a lot more at­ten­tion to what’s com­ing through. So much of the day is spent star­ing at a screen that it’s ac­tu­ally a re­lief to have some­thing phys­i­cal to read when it suits you - not the sender.

How­ever times have changed - the days of send­ing out 3,000 of the same piece to ev­ery­body on your data­base have gone. Tech­nol­ogy has changed what busi­nesses know about their cus­tomers. Flat ex­cel spread sheets have been re­placed with clever CRM sys­tems that al­low moun­tains of in­for­ma­tion to be stored and ex­tracted very eas­ily.

With all this in­for­ma­tion at your fin­ger­tips why not use it?

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Creat­ing great con­tent

Get­ting con­tent right is a tough chal­lenge. Here are Click Suite’s 5 golden rules in mak­ing great con­tent:

1 Keep your au­di­ence in mind: per­sonas help to fo­cus on de­liv­er­ing con­tent for spe­cific au­di­ences.

2 It’s a jour­ney: what do you want some­one to do af­ter they’ve en­coun­tered the con­tent?

3 The right tone: get­ting the tone of voice right is crit­i­cal: speak­ing up or down to your au­di­ence is a sure way to kill their in­ter­est, no mat­ter how good the ac­tual con­tent is.

4 Va­ri­ety: type of con­tent is crit­i­cal; con­tent bytes, in­fo­graph­ics and videos can be more ef­fec­tive than static text.

5 Keep it fresh: even the best con­tent goes stale. Treat your con­tent like you would your fridge (open it for in­spi­ra­tion; snack from it; cre­ate meals from it; add new things con­stantly; and ev­ery now then, give it a good old over­haul).

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Emily Lough­nan, Manag­ing Direc­tor, Click Suite

Josh Lind­say, Ac­count Direc­tor, DMS

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