How to integrate your marketing communications for high value

Share this content:
Andy Roussel
Andy Roussel

High value communications, including materials mandated by regulating agencies, are essential to conducting business. They must be readable, useful, timely and relevant to the recipient. Failure to meet these benchmarks could have serious compliance implications and result in penalties or revenue shortfalls, and severely damage an organization's brand reputation. They include communications such as provider directories, complex contract on-boarding programs, wellness and health management communications, insurance policy welcome kits, and registration programs.

Today, the tools and processes that are employed with targeted and database marketing are being pushed into the production and distribution of high value and critical communications.

Targeted marketing tools enable a company to distribute only what a recipient needs. This makes it easier for the recipient to digest and act on the information, making the communication that much more effective. They also are more cost-effective since they reduce printing and warehousing expenses, enable updates to be made virtually in real time, and provide the accuracy demanded with regulatory compliance.

A high value communications solution can be designed to focus on compliance adherence in order to ensure conformance to regulatory requirements through in-line tracking and process accuracy to avoid mistakes before they become a cause for failure. It should also incorporate customer on-boarding, the ability to customize welcome kits and other materials to the specific circumstances of each new account, thereby increasing their effectiveness.

The system should have CRM output, which  improves retention rates by utilizing rich customer-specific data that is collected to create communications which recognize each customer's uniqueness. In addition expense visibility, something that provides management tools to control costs without sacrificing quality, significantly improving the ROI of communications production and delivery, can be critical.

Personalization and versioning that are done to each marketing push improves response rates with more efficient personalization using in-line digital content libraries and just-in-time printing and warehousing.

A comprehensive, integrated approach to high value communications provides maximum value and delivers a host of benefits, such as lower costs, ease-of-use, reduced waste, timely contact to motivate behavior, and offers that are specific to the age, gender and interests of individual recipients. Today, these benefits are becoming “must-haves” for more and more successful companies.


Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above