Message & Media: Delivery Confirmation
• Just because you know your offer is on your Web site or featured in your organization's magazine, that doesn't mean your customer knows it. Last week, I called my credit card company with a customer service question. In the process, I learned I was qualified for an upgrade—at no charge—to a card with attractive benefits and no penalties. When I asked why I hadn't known this before, I was told, "Well, you could have read about it on our Web site or in our magazine." I've never been to the Web site and never read the magazine. A targeted phone call, e-mail, letter or even a postcard would have been appropriate.
• Not all messages are appropriate for all media. A letter still looks more personal, more valuable and more confidential than e-mail. It's also less easily "trashed" by mistake or intentionally. If you offer financial services or other products of personal importance (e.g., legal, medical, upscale travel), don't forgo postal mail for e-mail without testing.
• Put your message with a measurable call to action on your shipping box or packing materials. Create a product insert (not package) that encourages a second purchase. Be creative, be inventive and put your message in multiple places where your customer will see it.
• Some market segments respond better to specific types of media than others. For example, mature audiences 75-plus years old remain more comfortable with postal mail even if they have e-mail addresses. On the other hand, Facebook ads may be just the tool you need for reaching younger audiences with relevant targeted messages.
• Test. Studies, case histories and anecdotal reports confirm that marketers who are most successful across the board using all types of media follow the direct marketer's mantra of test, test, test.
• Go digital. Got a message that needs to get out fast? New digital media allows you to write, rewrite, edit and deliver in a matter of minutes.