It’s no longer just teenagers attached to their phones 24/7. Nowadays, you would be hard pressed to find someone who doesn’t have a phone in their hand or an arm’s length away. According to Pew Research in 2017, “About three-quarters of U.S. adults (77%) say they own a smartphone, up from 35% in 2011, making the smartphone one of the most quickly adopted consumer technologies in recent history.” With the number of smartphone users increasing indefinitely, reaching your customer base should be as easy as downloading an app.
Your customers have apps for social media, gaming and more. Statista forecasts that, “In 2022, this figure is projected to grow to 258.2 billion app downloads.” With so many apps, how can you make yourself stand out and get your message in the hands of your customers? Ensuring a consistent and easy user experience is the key to keeping your customers happy and making the most of your mobile interactions. Providing customers with a true omnichannel experiences means they should be able to start their journey on your website, receive a physical copy of their bill and end by making a payment on your app – seamlessly moving from one touchpoint to the next without interference or difficulty.
By adding a mobile app into your omnichannel communication strategy, you increase the reach of your brand and offer customers a new way to interact and engage, improving your brands visibility and your customers’ experience. The OSG Mobile App is a custom branded app offering your customers the ability to view and pay their bill or invoice with a click of a button. From actively engaging customers to driving brand loyalty, the mobile app improves customer interaction and grows your competitive advantage.
It’s time to mobilize your message and make your critical customer communications more App-ealing.
It seems like millennials have been analyzed and reported on more than any other generation. From their purchasing habits to their motivations, we simply can’t say enough. The perennial question behind this generational analysis seems to be: How can we capture real and significant market share of this generation? We’ve put together a list to help you win over this elusive generation and increase your millennial customer base.
- Make it convenient
Millennials are all about convenience. Instead of waiting for a taxi, they download a rideshare app; instead of going out and renting a DVD, they stream their favorite shows and movies. For brands, this translates to offering services that make it easier and more convenient to do business with you – or, more simply put, offering services that allow millennials to conduct their business without physically going to your business. Whether it is a mobile app to check billing history or payment capabilities on your website, offering a more convenient solution will win the hearts of millennials everywhere.
- Relate it back
Understanding millennials and their motivations is the key to gaining their trust and their business. Millennials in today’s market look to connect with a brand based on their values and beliefs. While in the past brands have relied heavily on marketing their latest products or services to win customers, it is now up to companies to showcase their brand holistically and connect personally with Millennial consumers. According to Forbes: “We found that 60% of millennials tend to gravitate toward purchases that are an expression of their personality — the brand must speak to them at this level and make them feel good.”
- Keep the communication open
You can’t win over a customer and build a lasting relationship if you aren’t communicating with that customer – and choosing the right channel of communication has a lot to do with it. While you may be used to sending out direct mailers, many of your millennial customers are communicating digitally, via email, social media and mobile apps. Including these channels in your omnichannel communication strategy ensures your message is always reaching your customer.
Like generations before them, millennials’ needs and expectations when interacting with brands are vast and varied. Understanding exactly how to target this generation is the key to increasing your millennial customer base.
Not sure how to initiate a campaign targeting millennials? Let our Account Executives get you started.
If you looked in your inbox right now, how many messages and promotions would you see? From email to social media to direct mail, you (and your clients) are constantly bombarded with companies trying to get their message in the hands of their customers. So, the question becomes: how do you make your message stand out among the hordes of others? We’ve put together a few simple tricks designed to help your message grab—and keep—the attention of the reader.
1. Turn on the Right Channel
The first step is deciding where to send the message. Your customers have a litany of communication channels to choose from, and it is up to you to accommodate their channel preference. This is by no means a one-size-fits-all situation. A segment of your customers will prefer email communication, while others won’t even have email accounts. The right communication channel can be the determining factor as to whether your customer ever sees your message, so choose wisely.
2. Add Some Color
Color highlights important information in your messages, drawing the attention of your reader. Using color can have a big impact, so it’s imperative not to go overboard. Pick 2-3 colors that are consistent with your branding and don’t be afraid to add various shades of those colors to enhance to your design. Use white space to your advantage; this will help to draw the eye to the important information you want to get across. As Chris, our in-house graphic designer puts it: “Leave room for white space. Not every inch of your message has to be filled with something. Blank space will actually enhance your design and draw more attention to the pertinent information in your message. Sometimes, as they say, less really is more.”
3. Design for Action
You will want to create a design that is eye-catching, colorful and informative. Keep to your company’s branding to maintain consistency. Don’t overdo your design. Too much information can be off putting, leaving the reader unsure where to look. Make good use of your text, images and color to leave an overall good impression with your customer. A well-constructed design will be sure to get your reader’s attention!
4. Consider the Recipient
Personalization has become so prevalent across every industry that it is no longer acceptable to simply send out mass communications to your entire customer base. When your customer opens their email or direct mail, they want to see a message that relates to their specific interests and buying preferences. If it doesn’t, your carefully crafted and designed communication is headed straight to the (virtual or physical) trash. Utilizing data in your communications allows you to target your messages to each customer, ensuring you keep the customer’s attention by offering promotions and products that directly address their specific needs.
Don’t let your critical customer communications get lost in an inbox. Whether it is relaying vital billing data or checking in about a new service, each message you send relays important information to your customer—and important information deserves to be noticed. Still not sure where to start? We’ve got you covered.
To be frank, paying a bill is never going to be exciting for a customer. What it can and should be is convenient, simple, and seamless. Customers receive 4.1 pieces of transactional mail per week. The payment structure needs to fit within their framework, to feel like it’s tailored to them specifically. It seems like paying electronically would be the obvious choice. We are in an ever-expanding digital landscape where so much of our lives are tied to online interactions and transactions.
But these are bills and habits are tough to break. This brings us to the essential—and perennial—question: How do you get someone perfectly satisfied with their service to switch from paper bills to e-billing? You incentivize, and those incentives must be good. Here are three.
- Offer a discount.
Offer e-billing as part of a discounted service plan. It’s concrete and uncomplicated. It requires no effort on their part, but the difference will be noticeable.
- Enter them into a sweepstakes.
Nothing like a prize to sweeten the pot. Try a major gift card or the latest gadget (we are pushing e-bills, after all).
- Tie in a charitable cause.
Present customers with the opportunity to give back in some way. This could be something as straightforward as a tree planted for every customer who signs up for paperless billing.
Remember that once the customer switches, the service must be on point. Ultimately, the best incentive is having the best solution.
When you’re trying to reach customers with an important message, time is of the essence. A self-service program that simplifies the process is key to streamlining communication. OSG Letter Composer is just that.
Using an online composition tool, you can customize and edit customer letters, regulatory notices, collection letters, and other personalized communications. Because you’re in control and driving the process, you don’t have to wait for approvals. Upload the content into the program yourself and go from there.
While content is king, design is crucial to effective communication. Letter Composer allows you upload your logo and other branding elements to create consistency in messaging, the thing for which every company should be striving. Anyone in your office can use the program, and it will make your company’s brand and messaging look more composed.
Make the letter creation process easier, and deliver customer communications more effectively. Contact us for more information.
With data showing that transactional documents are increasingly being used as promotional tools, it’s a good time to revisit some basic marketing practices. Here are some insights straight from the OSG Creative Studio.
- Make your message strategic.
We’ve mentioned before how important it is to use data to create dynamic messages. When you have real insight into your customers’ needs and patterns, the endless marketing options become more tailored and, ultimately, more effective. Use a paper bill to push the switch to e-bill. Up-sell or cross-sell one of your services. Offer an enticing promotion. Just make it count.
- Then make it pop.
Size the message properly, incorporate color, and avoid information overload. Less is more.
- Don’t disrupt the flow.
No marketing should disrupt the clarity of the bill or invoice’s key elements. Make sure the framework is there, so the message doesn’t add confusion. You might even consider upgrading your entire invoice package with envelope messaging or an additional messaging page.
The term “data-driven” is becoming increasingly ubiquitous across industries, and with good reason. All marketing should be data-driven. Creating targeted messages that reflect and anticipate the needs of your customers is crucial. As we’ve said before, when contact is frequent, as it is with invoicing, the messages must be timely and relevant.
A newer customer may simply have different needs than one who has been with you for seven years. Someone already using one of your products shouldn’t see a promotion for it. Investing time in personalized incentives is worth the effort. It keeps your messaging fresh and shows your engagement in the full customer lifecycle.
With tools like OSG Campaign Composer, you can segment your customer base to analyze customer trends and history, avoiding these kind of oversights. Once you’ve set the filters and created your campaign, you can select which segment receives specific dynamic messages, envelope messaging, and inserts.
It’s also worth the effort to consider how the message is being received by the customer. In our omni-channel world, content and the technology that deploys it have to be working hand in hand.
The data keeps rolling in—you have to roll with it.