Mail service providers see mail primarily as a product, rather than a strategic business communication. To ensure successful delivery, they follow meticulous processes and adhere to rigorous procedures, guaranteeing accuracy and timely insertion into the mailstream.
While focusing on execution, mail service companies might overlook the purpose behind each mail piece. This perspective disregards critical questions that will affect the customer’s satisfaction with the project, such as:
·What do they aim to achieve with this mail?
·How does postal mail fit into their broader marketing strategies?
·Why did they choose postal mail over other channels?
For mail service providers, understanding customer objectives offers opportunities to enrich their service offerings and supports more effective communication.
Engaging with these questions helps bridge the gap between technical execution and strategic insight, benefiting both parties and leading to more effective mail campaigns and satisfied customers.
I've approached similar ideas in this column before. See "You're Not in the Document Business Anymore".
Understanding Customer Objectives: The Heart of Effective Mail Service
Your customers probably know about the value of postal mail, or they wouldn't come to you with mailing jobs. They also expect a positive ROI from their investments in mailed communications.
Customer goals are not always to generate sales. Companies may launch direct mail campaigns to achieve objectives like:
·Building brand awareness
·Enhancing customer engagement
·Expanding market reach
·Boosting brand recognition
·Establishing a stronger connection with their target audience
It's up to the print/mail service providers to become familiar with the campaign objectives and suggest ways to lower expenses or improve returns. As the old saying goes, "if you don't know where you're going, you'll never get there."
Why Customers Mail
Several factors may stimulate companies to launch direct mail campaigns. A customer question often unasked by print/mail service providers anticipating a mailing job is "Why do you want to mail?". No one wants to risk talking a customer out of sending them work, but understanding the motivation can help you advise the customer on strategies they may have not considered. Here are some of the main reasons companies decide to use direct mail.
Physical Aspect of Postal Mail
One of the primary factors influencing customer decisions to invest in postal mail over less-expensive digital alternatives is the tangible nature of physical mail. Unlike digital communications, which recipients can easily overlook or delete, physical mail provides a tactile experience that can capture attention and leave a lasting impression. This physical presence can enhance brand recognition and foster a sense of trust and credibility that digital channels cannot deliver.
Point your customers to studies that confirm certain segments of the population, such as older adults or those in rural areas, may have a stronger preference for receiving information through traditional mail. You may convince some customers to transform part of a planned digital campaign into postal mail if the demographics warrant such a strategy.
Steps a print/mail service provider can take to help customers meet their objectives for mail campaigns may include things such as intelligently removing duplicates, dropping untargeted individuals from the list, or augmenting the mailing list with data that enables finer segmentation and personalization.
Channel Integration
Integration with other marketing strategies may also be a factor influencing a customer's decision to send mail. Postal mail can complement digital efforts by reinforcing digital messaging and increasing overall campaign effectiveness. For example, a direct mail piece can drive traffic to a website or social media platform, creating a cohesive and comprehensive marketing strategy.
Print/mail service providers can support their customers' multi-channel objectives by offering auxiliary services. Some suggestions might include integrated email campaigns triggered by the postal delivery dates available via the USPS Informed Visibility service, QR codes leading to branded landing pages, personal URLs, or lowering postage costs by participating in postal promotions that emphasize multi-channel campaigns. If customers don't have digital contact information for individuals on their postal mailing list, print/mail service providers can add this information to the file by partnering with firms that offer this service.
Regulatory Compliance
Regulatory and privacy concerns can influence the decision to use postal mail. With increasing scrutiny on data privacy and digital advertising, some businesses may prefer the relative security and compliance offered by traditional mail. Postal mail does not rely on cookies or tracking technologies, which can ease privacy concerns for both businesses and consumers. Spam laws do not apply, so unsolicited direct mail is a safe alternative to sending emails to a purchased contact list.
Mail Service Providers: More Than Just Deliverers
Your role as a mail service provider can extend far beyond simply ensuring delivery. You may choose to help clients achieve their marketing and business objectives. To do this effectively, you engage with your clients to understand their goals and challenges. This strategic involvement positions you as a key partner in their business success - not just a vendor providing a service readily available from many competitors.
By developing a deep understanding of your clients' intentions, you can better align your services with their needs. You provide insights on how direct mail can function in concert with other marketing channels. You highlight the importance of prompt deliveries and accurate address handling to maximize the impact of their campaigns.
Engaging with your clients' objectives brings considerable benefits. You build trust and maintain long-term relationships. You also elevate their campaigns by offering advice on strategies like mail piece personalization, format choices, and regulatory compliance. These services ensure your clients achieve their goals while optimizing their investments.
See yourself as more than a deliverer — consider yourself a valued partner, invested in your clients' achievements. Your expertise and proactive approach drive both your business and theirs forward.
Mike Porter at Print/Mail Consultants creates content that helps attract and retain customers for companies in the document industry and assists companies as they integrate new technology. Learn more about his services at www.pmccontentservices.com. Follow @PMCmike on X, or send him a connection request on LinkedIn.
