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