Nine Tips for the Sender : Hacks for not-to-be-missed communication
Over the past nine months or so I have been contemplating the real value of communication.
Emails from friends and loved ones, zoom calls with colleagues and clients, and text messages from various friend groups have filled the days (and some evenings) during the COVID-19 pandemic. Most have brought me connection and sometimes even joy.
But there is one other method of communication that has emerged afresh as my favorite.
Every afternoon, between the hours of 3 and 4:30 p.m., a tiny, box-shaped buggy-like truck makes its way into my neighborhood. Gracefully hugging the curb of our tree-lined street, our mail carrier, Gracie, putters along, filling each mailbox – one at a time. Some are stuffed with catalogs and tiny envelopes. Others are packed neatly with banded postcards and one-sheet flyers. But every box is visited.
It all made me realize just how grateful I am for the opportunity to send and receive mail.
As a voracious reader, I recognize the importance of the written word. As creative director with a small, boutique marketing firm, I understand the value and power of crisp, boldly designed printed materials arriving daily at my home.
Digital advertising is necessary, of course. In these newly connected screen-consumed days, a robust social media and online presence is mandatory for any company or organization. However — the trip to the mailbox, which used to be mere necessity, has become a new respite from the ordinary.
Here are some helpful tips I have gleaned for leaders of businesses large and small.
1.BE BOLD
Make strong, generous choices when designing communication for your customer. Take risks. Get their attention early, and you’ll keep their attention. Good design doesn’t cost more money. A giant statement on a small card, or a tiny statement on an enormous page just might grab someone’s attention.
2. HONESTY IS STILL THE BEST POLICY
Don’t try to trick your customer or future customers. We’ve all received the “checks” for $50,000 or envelopes that appear to be Important Warranty Information. Earn their trust, and they’ll take the next step.
3. SAY IT SMALL
Sometimes, the best response may come from a beautifully designed, tiny notecard with a hand-written message. These still work!
4. SKIP THE ENVELOPE
If you send a variety of mail to your customer, try using an oversized postcard occasionally. With large single-card communication, the entire family is more likely to see the messaging.
5. YOU KNOW WHAT YOU KNOW
You already know your customers. It’s in the data. Don’t insult them by sending bulk, impersonal mail. Personalization is the minimum, and customization is the new standard. It’s all there in the data. If your printer doesn’t allow you to print custom imagery and text based on the robust data you already have — you should find another printer.
6. FOLLOW ALONG
Create consistent images that are easily identifiable across all your communication channels: email, print, digital, etc. Explore new ways to follow your customers online with coordinated advertising that matches your printed piece. They’ll remember your message and image and take action when they are ready.
7. CONNECT PERSONALLY, DIGITALLY
Encourage your customers to engage digitally from your printed materials. QR codes and direct links allow your customers to “get more” from their print materials.
8. LET THEM KNOW YOU KNOW
There is amazing new technology available that allows you to know the exact minute your customer receives their mail. Since you already know this — use it to your advantage. Your communication is a conversation, not a statement.
9. SAY SOMETHING
Finally, our time these days is too valuable, too precious to waste. If you have something to say, say it plainly. I always say, “there is something to be said for everything.” Of course — how, when, why, and where you say it always matters.
