The top 5 ways mail automation improves your customer engagement

The top 5 ways mail automation improves your customer engagement

12/03/2018

Every customer interaction presents an opportunity to make the right impression, to meet customers’ needs and to build relationships that could generate revenue for years to come. Each communication is therefore important but generating letters, mailers, emails and more is labour-intensive, time-consuming and can be error-prone – especially when there are many stages in the process. 

Fortunately, automation in outgoing mail management can help. It can deliver cost and time savings and have a positive impact on customer engagement – here we look at the top five ways it can help: 

  1. Personalisation – customers prefer to receive targeted, customised and personalised communications. They want – even expect - companies to know who they are and to demonstrate this. This can be challenging to do though, when communications are prepared manually; automation opens up possibilities to do more with personalisation and to reap the benefits from doing so   
  2. Choice – a well thought-out and brilliantly written marketing campaign can fail completely if it lands with a customer at the wrong time or in the wrong way. It just won’t grab their attention. Every customer has preferences over how they wish to stay in touch – digital; print; a combination. Managing these preferences is a tall order when processes are manual and treat each channel separately.  Multichannel output management software helps by centralising communications and managing customer preferences  
  3. Speed – naturally you want to respond to customer enquiries by sending information as quickly as possible, but this can be slow if you must generate a completely new item of correspondence, print and prepare it for posting manually. With digital tools, the requirement can be entered into the system, a template chosen and personalised and the item dispatched according to the customer’s preference so that they receive the information how and when they want it 

  4. Professionalism – multi-channel output management software supports consistency and creativity of communications. The impact of each piece can be maximised by adding colour, images and logos. No matter what size the company is, it’s important to convey a consistent and professional image and this can be made possible through centralised communications  

  5. Co-ordination – it makes sense for multiple printed communications to the same customer to reach them together. Yet, so often separate messages go out separately which is not only wasteful of paper and postage, it also gives an impression that the company lacks co-ordination. Through digital tools, communications can be combined into a single mailing. It’s efficient, cost effective and presents a single, unified view of the company.