Message & Media: Delivery Confirmation
• Don't take a message written for one medium and plop it into another without careful review. Be aware that e-newsletters are different than ink-on-paper newsletters. Web ads are read differently than space ads. Readers' expectations after opening an e-mail are different than after pulling a letter out of an envelope.
• All messages (no matter which type of media delivers them) have hot spots. Know where they are, and use them to your advantage. Examples include the subject line and preview pane in e-mail, the salutation and P.S. in a letter, and the headline and photo captions in a space ad.
• Consider the appropriateness of your media. The media you use for prospecting may not be the same as you use for communicating with your customers.
• Use different media to communicate with different customer segments. Just because you send a personal First Class letter with a 44-cent stamp to the top 20 percent of your customers who generate 80 percent of your sales doesn't mean you have to mail First Class letters to all your customers.
• Save money; prospect within your own database. Cross-sell, upgrade, reactivate. They're very cost-effective ways to generate new business.
• If you limit yourself to using only one medium, you limit your opportunity for success. The more places consumers see you and the more ways they hear from you, the better they know you, the more they like you and the better they trust you.
• When your contact strategy includes a series of messages, have a strategy for your mix of media. Do what is appropriate for your message, audience and business objective. It could be an initial phone call, followed by a personal letter, then ongoing e-mail communications.
• No matter how cheap it is, media isn't a good investment if it doesn't generate the cost-effective results you need. Weigh the pros and cons of any media choice including cost, open rates, security concerns, deliverability rates, recipients' perceptions of the medium, how it supports your brand, etc.