As we said in last week’s post, Crawford Technologies will be publishing a series of articles and recordings over the coming weeks that, when viewed together, will provide a comprehensive review of the technology that underpins an enterprise archive. Last week we looked at the early days of archive technology and how ‘The Legacy Problem’ can affect the changes that businesses want to make today. In this week’s post, we bring you up to date and let you know what you can expect from this series going forward.
The U.S. White House Office of Consumer Affairs say that it costs six to seven times more to sell to a new customer than it does to sell to an existing one. Indeed, the probability of selling to an existing customer is somewhere between 60 – 70% whereas the probability of selling to a new prospect is only about 5%. So, it just makes good business sense to look for ways to sell to your best customers…the ones you already have.
When I first started thinking about this blog post, I decided to look up dictionary definitions of the words “usable” and “accessible,” just to see what I’d find. According to Merriam-Webster, if something is accessible it is “able to be used or obtained, easy to appreciate or understand.” The definition of usable, on the other hand, is a little less positive: “in good enough condition to be used.”
Inside Out – The USPS Can Improve Your Open Rates
The US Postal Service has been testing ways to connect physical mail and digital content delivery methods. One program under consideration is called Informed Delivery. Mailers may be familiar with its former name, Real Mail Notification. This innovative feature will place a new emphasis on how mailers use envelopes to encourage readership. Some mailers will be mining data from the documents to increase the effectiveness of their mail through this new USPS offering.
Informed Delivery sends consumers an email notification about mail to be delivered to their physical mailboxes later in the day. The digital notice includes images of the envelopes and, optionally, links to more digital content provided by the mailer. The USPS has tested Informed Delivery in selected markets.