Sending transactional letters to your customers can also include promotional messaging. Communications for telecom companies don’t preclude you from inserting unique offerings to customers. With the right approach, you can engage them with upsell and cross-sell opportunities without the need for costly inserts.
The Printing Process Dictates How Custom Telecom Communications Can Be
In the standard production of transactional documents like statements, the only dynamic content is the addressee and billing information. The ability to insert other messaging isn’t possible in the print process. Instead, organizations use pre-printed templates or inserts. These tack on extra costs and don’t impact engagement.
A more modern approach is the White Paper Factory (WPF) method. The process marries fully digitally composed files with in-line print production. One ream of white paper feeds into printers, and each page can have dynamic content. With this framework, you eliminate the need to pre-print anything and inserts.
This option provides a way to get eyes on these upsell and cross-sell promotions. Instead of customers reading their bills and tossing the inserts into the recycling bin, you can customize your offers to gain improvement in response rates.
By adopting the WPF, you have total control over each mailing. So, how do you make these stand out even more?
Tips for Telecom Communications That Drive Upsell and Cross-Sell Success
Customer engagement can be a challenging metric for businesses. With so many promotions hitting their inboxes and mailboxes, you’ll need to apply best practices to achieve better engagement. Check out these tips.
Personalization Matters
Consumers have expectations about the promotions they receive. They often place greater emphasis on whether it’s personalized or not. In fact, 71% of consumers expect this. Don’t waste the attention you’ll receive by placing these on statements.
You can use some of the same targeting and segmenting you do in email or other digital marketing campaigns. Grouping customer types based on services they have or don’t subscribe to, geography, how long they’ve been with you, and other classifications support personalization.
For example, you can create a segment of people with only one service who have been customers for five years and reside in a specific city. Determine what would be most attractive to them, like a bundle deal with a special promotional price for the first year. It could be appealing enough for them to expand their business with you.
Visual Appeal Gets Attention
Since you can use full color, different fonts, and imagery in telecom communications, use this to your advantage. Ensure your promotion box has an eye-catching design while also staying in sync with your branding.
Simple additions like a box outline, larger text, or a stylized icon can grab attention. It shouldn’t be over the top but subtle. Once people notice a section of a document that appears different, they’ll likely read it. It’s certainly going to garner more awareness than an insert.
Promotions Gain More Awareness with Social Proof
The actual content used in the promotion can include social proof. Social proof describes anything that a customer validates for a brand. In this case, you could use copy like, “Dan saved over $300 a year by bundling services!” An actual testimonial would work, as well.
People tend to be more confident in hearing about benefits versus the company from other customers.
Upselling and Cross-Selling Offers Must Have a Way for Quick Response
An offer in a statement to customers may catch their eye, but they still need a way to respond in the moment. While this is a paper document, the best practices of digital marketing “clicks” apply. You’re driving for a conversion or indication of interest.
There are a few ways to capture that in a printed document, including:
- Insert unique QR codes they can scan. They would then be directed to a landing page with the offer and a way to accept it or find out more.
- Define specific URLs, email addresses, or phone numbers for the customer to use for cross-sell and upsell promotions. It gives them instant access to more information, and you can track the success of the campaign.
Experimenting with Messaging Delivers Insights
With the WPF, you can change promotional messaging with each batch. Test out different content and offers to see what works. If you’ve made these responses trackable, you’ll have data about conversions and actions.
Dynamic printing gives you many opportunities to find the right message for each customer.
Upsell and Cross-Sell in Telecom Communications with PCI Group
Through our WPF and document design services, we help telecom companies deliver compliant and accurate statements along with custom messaging. By following these tips and working with an agile, modern partner like us, customer engagement could get a boost, resulting in better cross-selling and upselling rates.
Get in touch today to learn more about our telecom industry solutions.
