Companies are constantly trying to find the best way to communicate with their customers. Reaching potential customers and maintaining contact with current customers is critical to growing a business. The selected communication method depends on the customer base and the product or service provided.
Some companies prefer email promotions as a way to keep customers engaged. Email is relatively inexpensive and although the open rate can be low the customers willing to view the email are usually interested in the content and therefore more likely to make a purchase.
In addition to email communication, creating print collateral such as brochures and direct mail pieces provides the customer with a tangible reminder. These methods along with promotional items, media buys and websites all work together to communicate various messages to the buying public. The key is finding the right combination and frequency to stay relevant in the customer’s mind.