Mailing Systems Technology September/October 2021

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SAY WHAT?

THINK ABOUT IT

The user experience that kiosks provide to mail center customers should become more intuitive as the years go on. A mail center machine’s programming could suggest complementary services to gain additional revenue during the time of service. Those who are mailing out certified mail could be offered additional services, such as signature and receipt verification. Kiosks could also continue to be the go-to option for peak customer service times as well as off-hours.

—MIKE PORTER

Develop useful, entertaining, and informative marketing content to entice new customers and please existing customers. Creating an emotional connection between you and your customers helps build a sense of mutual benefit into the relationship.

MAILERS SHOULD BE LOOKING AT THE TOTAL PICTURE WHEN IT COMES TO MAIL ROI. YES, POSTAGE PRICES ARE GOING UP, BUT THE NEW RULES ALSO PRESENT IMPROVEMENTS IN WORKSHARE DISCOUNTS; THE PROMOTION DISCOUNTS PRESENT OPPORTUNITY TO IMPROVE THE OVERALL ROI OF MAIL; AND THERE ARE MANY WAYS THAT MAILERS CAN LOOK TO IMPROVE THEIR OVERALL ROI FROM MAIL — ENSURING THAT MAILING LISTS ARE CURRENT AND CORRECT, OPTIMIZING MAIL PIECE DESIGN TO OBTAIN THE BEST RESPONSE RATES, ENSURING THAT AS MUCH MAIL AS POSSIBLE QUALIFIES FOR ALL AVAILABLE POSTAGE DISCOUNTS, INTEGRATING DIGITAL AND HARDCOPY MARKETING, AND MORE!

— GREG BROWN

— KATHLEEN SIVITER

— MORGAN STEVENSON

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Inkjet printing has plenty of advantages, but short runs can erode expected productivity improvements. When it comes to the inserting operation, combining jobs to make new presses more efficient requires thought, analysis, planning, and adjustments.

The deconstruction of a direct mail campaign points directly back to strategy. A solid strategy requires an understanding of what your target audience wants. Your direct mail piece could be a true work of art, but it will fail to pay dividends or move the needle if you haven’t already established an understanding of your ideal audience.

Outbound mail operations — whether production facilities or office settings metering mail — are the last touchpoint before the piece is sent to the customer. These employees have the opportunity to detect poor design elements, improper addressing, and other mistakes. Just one event can pay for the testing fee for the company or department.

— KAREN KIMERER

— MARK FALLON

SEPTEMBER-OCTOBER 2021 | MailingSystemsTechnology.com