Kim Mauch has over a decade of experience absorbing the ins-and-outs of effective mailing preparation and submission processes with a heavy emphasis on new USPS technologies including Intelligent Mail and electronic documentation.
In her current role as postal products specialist for Satori Software, Kim educates customers on how to efficiently meet the latest USPS regulations.
She has presented at MailCom, National Postal Forum and numerous educational forums, including full-day channel training sessions, online webinars and high-profile customer training programs.
In an increasingly connected world, mailers are being called to extend their mailings with email follow-ups, calling campaigns and social media posts. Let’s take a look at a few of these new channels to see what’s possible.
Epicomm, formerly MFSA, did a study and found that 22% of mailers today are offering email services. And companies who are expanding their services are the ones who are growing the most. But we found that some mailers are having trouble knowing where to start. So let’s take a look at a few of these new channels to see what’s possible.
Email has become the go-to communication method for just about everyone. Just about everyone has at least one email address, and some people have multiple. Sending an email message is fairly easy, with tools available to send to batches of people that are easy to use and affordable. Emails can be collected just about anywhere – usually directly from the person. Unfortunately, with many email lists come the trouble of bounce-backs and incorrect email addresses, and the overwhelming amount of email that all of us get each day. Having a clear “unsubscribe” link is a best practice to ensure recipients want your message, and regular cleaning and maintenance, just like an address list, is a good idea as well. Fortunately, there are tools to clean email addresses as well. Sending an email is rather inexpensive, but sending to an incorrect address is still a waste of time.
With the explosion of mobile devices, contacting someone by phone has become much more interesting. It doesn’t always mean a vocal conversation; it can also be a text or social media message. A recent study showed that Americans check their phones an average 17 times per day, amounting to 4.7 hours per day! We use our phone numbers to sign up for customer loyalty programs, discounts and other programs. Much like email, having the correct, and current phone number can mean the difference between making a big impact on the customer, and annoying the wrong person.
New tools are available to help mailers expand into multi-channel without starting from scratch. Many of the best practices from mail, like monitoring the DMA do not mail list, are applicable in email and phone communications as well (each has their own do-not-contact list). If you’re thinking about adding additional channels, or if you’ve been using them and are ready to level-up your skills, let us know what your biggest concerns are, what your customers are asking for, and what benefits have you seen? Let’s keep the conversation going.