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.
As an omnichannel communications company, we recognize the importance of providing digital and print solutions that move with customers as their ways of communicating evolve. That’s easy enough to say, but here are some stats we culled that illustrate the importance of providing this omnichannel experience from both the consumer and marketer perspectives.
–98% of Americans switch between devices in the same day. (Source: 2016 Google Research report)
-75% of consumers expect a consistent experience wherever they engage (e.g., website, social media, mobile, in person). (Source: 2016 State of the Connected Consumer Report)
–Companies with strong omnichannel strategies can expect to retain an average of 89% of their customers. (Source: Aberdeen Group, Inc.)
-86% of senior-level marketers agree that it’s important to create a cohesive customer journey across all touch points and channels. (Source: Salesforce)
Any marketing initiative has buzzwords, and sometimes those words can seem at best vague and at worst empty. Multi-channel and omni-channel are two common terms you’ll hear floating around in discussions on customer communications. To cut to the chase: There is a difference, and the difference is important.
Multichannel communication refers to the use of different types of channels with your brand or product at the center of this communication. These channels include mail, email, websites, phone calls, social media—any means of connection between you and your customers. A multichannel approach gives the customer a choice in how to reach your company or product. Each of these channels is distinct and (hopefully) strong, but they working toward the same end—you.
Omnichannel communication is about creating a fluid customer experience across these channels. It’s common now for a modern consumer to switch frequently between channels. (Think of how often you are on your laptop and then look down at your phone.) An omnichannel approach aims to make that switch seem natural and consistent. In other words, the customer’s view and experience are central to the process, and data is used to make that experience integrated and remove the “feeling” of channels.
If multichannel is more about availability, then omnichannel is more about consistency. While multichannel centers your brand or product, omnichannel centers the customer.