How do you communicate with your customers? Are you stuck in one channel or are you mixing it up and keeping it spicy?
Many printers prefer to handle customer communication through email. Email is quick, immediate, efficient and affordable. As a way to stay in touch with customers, email is solid.
For many companies, however, email is where customer communication begins and ends. Is email enough? I don’t believe it is.
Email works better with print, and here’s why:
Furthermore, anyone in the printing industry knows that adding print to email helps our business grow:
Printers tell me, “We don’t want to waste money printing for our existing customers.”
Print should be used for more than just trying to get new customers.
We should be highlighting print in our communications with everyone…current, future, and past customers. Especially current customers. These are the people who give referrals, who regularly spend money, and who already love print.
Let’s spend some money on them!
Print should extend the email message, not repeat it.
Use print to enhance the communication experience. Don’t just mail a printed version of whatever you sent in the email.
For example, an email invitation can have a print component. If you’re emailing customers information about a trade show, mail them fancy VIP tickets, a note on your stationery with a gift card to a nearby coffee shop, or a prepaid parking pass with a map to your booth.
Let print do what print does best!
Print is memorable, tangible and present. Use color, texture, aroma, sparkle, and bling to increase impact. Foil, die cuts, paper choice, personalization and image quality each add value and grabs attention.
has beenauthor and contributor at Print Media Centrsince 2011. She is a Marketing Strategist and Business Consultant who serves print, publishing and media businesses. Sandy helps clients build their businesses using solid, proven techniques and a systematic approach. She hails from a long line of printers, publishers, authors, and newspaper owners. For 22 years she published a magazine for the printing trade, counseling her readers about how to make better business decisions and grow in an evolving print landscape.
Connect with Sandy onLinkedInand find her on Twitter at@sandyhubbardevery Wednesday at 4 pm ET, leading or co-hosting#PrintChatwith Deborah Corn of@PrintMediaCentr— Join in the fun at social media’s most popular chat for the global printing industry!
P.S. Wondering how to use email in your customer communications program?
These types of customer emails show you are knowledgeable and helpful. They can demonstrate how you manage projects and regularly meet your deadlines. They also can be used to tell stories about how you solved customer problems. The right email communication can show you care about more than the almighty dollar.
Here are more posts from Sandy about how to combine print and email: