Sometimes, for any number of reasons, a customer stops being active and may even go elsewhere. Here’s some encouraging news, the odds of bringing that customer back are quite good. In fact, the chances of converting a lost customer are usually much better than your chances of converting a new one. According to Marketing Metrics, the probability of selling to a new prospect is 5-20 percent while the probability of selling to an existing customer is 60-70 percent. And according to the White House of Consumer Affairs, it is six to seven times more expensive to acquire a new customer than it is to keep a current one.
That’s why a WinBack Program is a critical tool to ongoing success. Through a series of strategically positioned campaigns that include letters, postcards and eblasts, you can get in front of prior customers, get their attention and strategically pique their interest.
Not sure how to begin? The OSG Creative Studio has a team of marketing experts with extensive experience in implementing successful WinBack Programs. Speak with your Account Manager about how to launch one. It’s never too late for customers to come back.
It’s that time of year again – when we’re all in optimistic moods and positive cheer in the midst of the holiday season – to plan our resolutions for the upcoming year. Not only do we want to make ourselves into better people, but also into better workers and co-workers. So let’s make a list of achievable goals that can help with our job satisfaction and the satisfaction of those working around us:
Clean out your email inbox.
Email is great, but the inbox needs some maintaining or the emails just pile up and overload your mind. Start off the new year by organizing and cleaning out junk emails. Make folders for the “must respond by tomorrow” emails and emails that you only need to read when you have time. An organized inbox reflects an organized you.
Commit to personal development and learning.
Let’s admit it; even the best professionals have room for improvement in their field. Today’s business world moves fast. Keep up with the latest technology and most relevant topics in your field by taking an online course or going to your local community college. Even reading blogs, books and visiting websites on a regular basis about your industry can be beneficial.
Realize you’re only human.
We all make mistakes. Even the best of us. So if you do make a mistake at work, acknowledge it, do what you can to rectify the situation and then, to quote “Frozen,” let it go. If we were perfect, we wouldn’t have the need for a resolutions list…
Say “thank you” more often.
Whether it’s your customers or co-workers make a commitment to thank people for all they do. Has someone at work made your life easier, been pleasant to deal with or has a customer or vendor gone out of their way to help you? Remember to say thank you. Emails, a personal note or doing something special not only shows people you appreciate them but also makes you feel good too.
Happy New Year from your friends at OSG!
Thanksgiving has been a tradition celebrated each year since the “First Thanksgiving” was celebrated by the Pilgrims after their first harvest in the New World in 1621. President Abraham Lincoln made it a legal holiday in 1863 during the American Civil War. For 394 years, we have been giving official thanks as a nation, let’s make sure to keep the tradition going strong and make this the 395th year filled with gratitude.
To do this, we have to make sure to let the people in our lives know how important they are to us. Whether with a handwritten note, a verbal “thank you” or even an email marketing campaign, this nationally-accepted opportunity to express gratitude should be taken advantage of. Let your customers, your employees and other companies you do business with know how much they mean to you. Aside from just keeping the tradition alive, this effort to reach out will create positive associations with your company and help it to thrive.
In the spirit of Thanksgiving, we at OSG would like to convey our appreciation to you for doing business with us. From our family to yours, Have a Happy Thanksgiving.
This past weekend we changed our clocks. Not only did we gain an extra hour of sleep on Sunday, we also gave ourselves more daylight in the mornings and earlier sunsets in the evenings.
As long as we’re changing all the different clocks in our lives and checking our smoke and carbon monoxide detectors, what else needs checking and perhaps changing?
When’s the last time you did a full marketing materials review? Lifecycle marketing campaign review? Are all of your collateral pieces up to date? Do you have any outdated information on your website? Are your graphic standards and writing guides current?
If you can’t remember the last time you updated or reviewed any of these, this is a great time to do so. You don’t have to check all of them at once, but how about making an end-of-year resolution to try to review most of them before the end of the year? And if December 31 comes around and you haven’t managed to get to all of them, add them to your New Year’s Resolutions for 2017.
Going through a marketing review once or twice a year is a great exercise for you and your team. You may find some things that need to be retired, updated or redesigned. But when you’re done, you’ll have a more cohesive look and feel representing your company.
In business, the idea of a failing customer communications program can be frightening. In today’s fast-paced world, you only have a moment to get your customer’s attention and multiple mailings can be costly and end up turning customers off.
Research shows that regular and consistent customer communication programs help build loyalty and trust. But in a world of seemingly infinite information, how can you create an effective program using integrated communications that engages customers along several key touchpoints? Here are few options to ensure your program is comprehensive enough to meet your customer communication goals:
- Dynamic Full Color Messaging. Enhancing invoices with targeted, customized messaging can transform them into powerful marketing and communications tools during every billing cycle. Up-sell and cross-sell products and services using the valuable real estate already available on your monthly invoices.
- Envelope Messaging. Making a good first impression is one of the most important aspects of any communications campaign. Immediately engage and capture your customer’s attention with full color messages on the outer envelope that will highlight and reinforce the messaging inside.
- Electronic Messaging. Creating branded email blasts and newsletters will help you utilize the customer data you already have and turn them into a powerful marketing tool. Additionally, an online, dynamic electronic billing portal gives you the opportunity to engage your customers where they likely spend a majority of their time: online.
- Lifecycle Marketing. Implementing programs like welcome, win-back and new member programs, calendar inserts and other types of promotional programs are turn-key solutions that help you improve customer retention and take advantage of events throughout the year.
So, have no fear. Dynamic, integrated and creative customer communications programs are easier to implement than you think. Working with the an experienced provider, you can seamlessly integrate your billing processing into a communications program that helps capture attention, drive revenue, create customer loyalty and increase brand awareness.
Last week was the official start of Autumn. As you watch the seasons transition one to the next your thoughts might turn to other lifecycles moving along like your company’s lifecycle marketing campaign. If you have one. And if you don’t, maybe this change in season might prompt you to think about launching one.
Implementing or maintaining a lifecycle marketing campaign is not as daunting as it might seem. And truly does not take up as much time as you might think. It’s really all about delivering the right message, at the right time, through the right channel to the right customer.
So how do you get started? If you send out a monthly invoice you’re already on your way. Once a month you actually have the opportunity to initiate a conversation with your customers through the monthly invoice. Thanks to features like Full Color Dynamic Messaging and Full Color Envelope Messaging, you can include targeted messages to your customers. And research shows us that transactional documents (ie, invoices) get opened and read 97 percent of the time. That number means you are virtually guaranteed to have your invoice, and whatever message you included on it, seen by your customers.
Not sure what kind of message to include? Think about whether you have any upcoming specials planned and then craft something around that. Or look at the calendar for inspiration. In the coming months Rosh Hashana, Columbus Day, Halloween, Veteran’s Day and Thanksgiving are coming up. Use the holidays as a way to be in touch. Either through a targeted message or in a separate mailing specific to the holiday. Even when there are no holidays in the near future you can always send a customer survey and ask your customers to let you know how you’re doing.
If you need help, the OSG Creative Studio is always available to you. From welcome postcards to calendar inserts to win-back programs, lifecycle marketing can help you grow and nurture long-term relationships with your customers.
Did you know that this Saturday, September 24, is National Punctuation Day? According to The National Punctuation Day website, the day is “a celebration of the lowly comma, correctly used quotes, and other proper uses of periods, semicolons, and the ever-mysterious ellipsis.”
Do you have plans for Saturday? For starters, you might want to brush up on some grammar basics. Few things look worse in business correspondence, marketing materials or a website than poor grammar. Not sure if that comma belongs? Run it through Grammar Check or show it to someone else before hitting send. Have a little more time on your hands? Read the classic book, The Elements of Style by William Strunk Jr. and E.B. White. Or review your company style guide or check out some of the other resources on the National Punctuation Day website.
In a world of Tweets and social media posts where it’s rare to see a whole word spelled out, punctuation is even less visible unless it’s to create an emoji :). Saturday is a great time to start to reclaim the English language starting with proper punctuation. You’ll look and sound better. And you’ll be in great shape when National Grammar Day comes around on March 4.