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Cost-efficient communications

Cost-Efficient Communications

This April Royal Mail’s rate change will mean that users of franking machine technology can save at least 7p on every second class mailed item (5p on first-class items) compared with using stamps. For small businesses there has never been a bigger incentive to reassess mailing practices.

When it comes to communicating, many small businesses still adopt time-consuming methods that occupy staff time inefficiently. Consider, for example, the time spent buying stamps, folding documents, even licking and sealing envelopes. In smaller businesses, such tasks are often carried out by senior management whose time could undoubtedly be better focused elsewhere.

Technology is available to automate every step of the mailing cycle – from folding and inserting the document, to automatically adding postage through to accurately printing addresses. Aside from freeing-up staff to focus on their jobs, automating these mailing processes can deliver savings of at least 12% on postage costs – a compelling figure for any business.

Further return on investment comes from producing accurate mailings. The latest address management tools and printers ensure the right message reaches the right person, eliminating wastage and increasing the selling opportunity.

Today’s businesses face a very real challenge to capture the attention of the recipient. Franking machine (http://www.pitneybowes.co.uk/Equipment/GMS/franking-machines/up-to-75-letters-cat-page.shtml ) technology enables users to create their own advertising slogans and to print these onto the envelope exterior. This on-envelope advertising means that brand values and key messages can be conveyed before the communication is even opened. As the tried and tested mantra suggests – you don’t get a second chance to make a first impression. Consumers simply won’t bother with inaccurate or unprofessional documents.

Recent surveys suggest that mail is an optimal medium for driving visitors to websites. This means that the timing of mail communications is critical. If businesses want to use mail to direct customers or prospects to a web promotion, or to follow-up e-mailed offers, the mail must reach the recipient at the right time. Undoubtedly, automating the process makes it far easier for businesses to guarantee that mail-outs will be fully prepared and ready to despatch at the required moment.

Royal Mail’s April rate change should serve as a major incentive for businesses not already automating the mail function to do so. The cost-savings alone are compelling – 5p for every first-class mail piece, 7p if sent second-class. The benefits of mailing automation extend far beyond.

Businesses can begin to produce customer communications that look sharp and professional, that carry the brand or core message on the envelope, and which are produced accurately and effortlessly to encourage greater response and to work in harmony with e-mail and web messaging.

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