Let's face it, the world of communications is taking a new form by the day. Technology has made it easier to connect with people via a mobile phone or a laptop, television, radio, and other telecommunication channels. But with all the new technology comes a new set of challenges.
How to convince consumers to choose your company out of many other options?
That's where telecom mail campaigns come in. This article will share three incredible stories of how telecom companies turned their efforts around with digital marketing in the telecom sector. How you also learn how to build telecom mail campaigns.
What Is Telecom Mail?
Startup and mid-sized telecommunications companies have long been struggling to find a way to reach their audience amid stiff competition from the big industry players. As a result, they have developed many different ways to do it. One way that will live on for a long time to come is telecom mail.
Telecom mail refers to direct mail sent out by telcos to their audience. It includes advertising materials, flyers, notices, and other print communications.
As the key industry players focus on mass broadcasting, email marketing, and digital marketing in the telecom sector, many underestimate the power of traditional snail mail in marketing. But that's where the significant advantage lies.
Let's see some examples of how key industry players turned around their marketing efforts with telecom mail campaigns.
Examples of Telecom Mail Campaigns
KCOM's 25% Conversion Rate with Direct Mail
As an upcoming player in the enterprise technology industry, KCOM launched the “Are You Listening” campaign to engage more customers.
- The idea. KCOM reached out to key business decision-makers belonging to large UK private-sector enterprises. The company sent them an ‘Are you listening gift box' with a Bluetooth speaker and explained how integrated systems could enhance customer experience.
- The result. KCOM achieved a 25% conversion rate, beating its expected 10%
KCOM's strategy earned 28 new customer engagements. Besides, the campaign cost was £22,270 for 500 boxes, a small price to pay for new customers. (Read more about KCOM's story here).
Charter Communications' Yearly 14% Cross-Sell Increase
Charter Communications is a leading American telecommunications and mass media giant proving that direct mail marketing isn't dead. Charter's biggest challenge probably began when consumers started dropping cable TV for streaming services in the masses.
- The idea. Charter Communicationі consistently increased its cross-sell mail to promote its video and wireless services while its competitors ignored this channel.
- The result. While other cable service providers incurred massive losses as customers swapped to streaming services, Charter saw an increase in 100k new video subscribers.
As you can see, Charter's direct mail efforts saved the company from the shipwreck that engulfed the industry. (Read more about Charter Communication's story here).
Launching a new product is not easy. That's why EE Limited (a leading telecoms company providing mobile network and internet services) designed a mail marketing campaign to promote their innovations.
- The idea. EE would use augmented reality in its mail so that customers would bring the 4G EE message to life on their own. The main goal was to launch its product, introduce its new tech, and steal the spotlight from other established mobile operators.
- The result. In five weeks, EE had reached a much wider audience.
You will find other success stories from other industries online, but the bottom line is that direct mail marketing beats the competition and makes your voice heard from the crowd. (Read more about EE's strategy here).
How To Build Up A Successful Telecom Mail Campaign
Digital marketing in the telecom sector cuts right through the noise from digital ads. Did you know that 70% of Americans believe that snail mail is more personal than the internet? To top that up, only 39% of consumers trust online banner ads in their buying decisions compared to 82 percent who trust traditional print ads. It shows that traditional advertising materials can ensure a better response than online channels.
That said, here's how to build a successful telecom advertising campaign:
1. Start With An Eye-Catching Telecom Marketing Design
Your customer's mailbox is probably filled with bills and mail from other businesses seeking attention. Hence, an eye-catching design for your telecom mail campaigns is essential to make your mail stand out.
Do you find it challenging to create beautiful designs for your invites, thank you cards, and other mail? Get a professional designer to get visually appealing and persuasive first-impression mail. Otherwise, people will likely ignore it.
Like email, your promotion telecom mail must stand out from the competition to get you closer to the recipient. Use the recipient's industry colors (e.g., blue and white for medical facilities), standard fonts, and appropriate images to grab your target audience's attention. Lastly, don't forget to keep everything consistent.
2. Mind the Mail Structure
Remember, your direct mail targets specific businesses and consumers. They are targeted based on predetermined criteria.
That's why your mail's structure is essential to the success of your telecom mail campaigns. Start by testing the different formats of promotion telecom mail from other industry leaders. Postcards, flyers, and letters are a good source of inspiration, although you have to keep in mind the objectives of your campaign.
For instance, postcards are best suited for limited offers. If you want to introduce new products or announce a sale, you can use postcards. You may also use flyers to drive leads, advertise a new sale, or promote your offerings. On the other hand, letters are a better alternative if you aim to convey high-value information and encourage readers to take action.
3. Prepare a List Of Benefits
When you first begin to think about creating a direct mail strategy, you might feel intimidated by the volume of information you need to include. There are so many benefits that you want to share with the world.
Hence, you'd better create a concise list. This list should provide clear guidance on presenting your benefits so that your customers can quickly make up their minds about your product.
- What does your audience get from you?
- Why should they choose your products or services over others?
- What sets you aside from your competitors?
Before jumping into developing a list of benefits for your product, understand what your target audience needs to benefit from your product or service. Tell them how your products or services can solve their challenges.
4. Don't Forget the Call To Action (CTA)
A call to action is a prompt that tells your audience what to do when they come across your mail. It can be as simple as a button that says "Buy Now" or as complex as a "Learn More" link that leads your visitor to another resource.
In telecom mail advertising, your call to action nudges your audience to take a specific action, say, enroll in an upcoming seminar. Not so fast, though! It's a good practice to offer something to your customers in return. It could be a free trial, a gift, a discount, free shipping, etc.
How Can Inkit Help You Boost Your Telecom Mail Campaigns?
Inkit Send is a direct mail automation API you can integrate with your CRM to run telecom mail campaigns automatically. It organizes custom mail printing, delivery, and tracking, while you focus on more critical managerial tasks.
Here are a few ways you can use Send to your advantage:
- Print and mail customer bills or invoices
- Send trigger-based postcards or letters to customers
- Send appreciation mails to loyal clients
- Send welcome mail to new customers
Ready for your free trial? Create an account now to automate your telecom mail campaigns!