Static messaging to customers and prospects is so obvious these days and unfortunately all too common. The second shift we need to make is away from bland fantasy to dynamic, involving communications were the emphasis is on the tangible customer experience not just looking pretty!

Thankfully some people are asking questions. One of my clients recently did a little research with their main customer base (those they had a strong, close relationship with.) They asked how many of them opened the direct mail they sent through. Not one opened it and they went straight into the recycling bin. No wonder it wasn’t working, all it was doing was messaging…telling people rather than involving. 

Now they send emailers as newsletters with interactive video content and podcasts as an alternative. Increase in sales…..on average 15%. Cost literally £’s.

Just an idea!