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Article added or updated:
03/30/2008 |
Transactional Mail Increases Business
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Transactional mail might be considered very last century, but
guess what? It’s effective.
For
small businesses, transactional mail - specifically, customer bills and
statements - can help build loyalty and bolster the bottom line.
Today, with “Do Not Call” lists and pending anti-spam legislation,
staying in touch with customers has become more and more of a challenge.
But one channel is always open: transactional mail. It is the one form
of B2C communications that customers can’t ignore.
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Optimizing the traditional mail channel is particularly important at a
time when businesses are focusing more on customer retention and loyalty
than customer acquisition. Why? The numbers tell the story. Today, in
many instances, as much as 88 percent of business is derived from just 6
percent of a total customer base. Recognizing this, businesses are
building their direct marketing budgets to increase transactional
mailing capabilities. According to recent market studies, companies and
financial institutions plan to increase mail from the current 43.5
percent of their direct market budget to 50.6 percent in 2005.
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Ship-Shape
Does your small business rely on direct-mailed products,
samples and marketing messages? The
Pitney Bowes B700 Postal Machine prints postage for letters,
oversized envelopes and packages for first-class mailings,
Priority Mail, Express Mail and Parcel Post—from the home or
office. For more information, go to
www.pitneyworks.com.
Direct Mail Delivers
Has your company used an inventive direct-mail campaign with
great success? Share your story with us—and other
small-business owners—at
Priority Magazine, 1707 L St., NW, Suite 800, Washington, DC
20036.
Or e-mail details to
feedback@
priority.com.
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Transactional mail is key to securing customer retention, generating
feedback and, perhaps most important, building the value of the customer
base. Still, many businesses are not yet realizing the full benefits of
transactional mail. For some the perception remains that it is not
cost-effective to rely on so-called “campaigns of one” in the mail
channel. Today, however, the tools and technologies exist to provide
cost-effective, one-to-one marketing and customized promotional and
transactional mail capabilities for small businesses.
How do you ensure that you get full value from your transactional
mailing efforts? For one thing, you must establish the capability to
track and trace the results of the mailings. With limited or zero
visibility into the transactional channel, mailings are at best
ineffective. Often, too, transactional messaging isn’t integrated into
other customer touch points. What’s needed is closed-loop, multi-channel
customer communications management. It’s also critical to integrate your
marketing and transactional mail systems and customer data.
The cost of accomplishing this? A better question is the cost of not
optimizing the transactional channel. Of all the means of interacting
with customers—including e-mail and phone—transactional mail provides
optimal return on cost.
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