5 Ways to Mess Up in 2011

Next year will undoubtedly bring challenges to print and mail operations. Marketers and others engaged in generating outbound messages will continue to have a large number of choices when it comes to deciding how to communicate with customers. And there are certain to be more postal changes to deal with including the effective retirement of Postnet barcodes, a change in top USPS management, possible rate increases, and changes in service standards.

Document operations will have their hands full. And the potential for shooting yourself in the foot looms large. Especially considering the bare bones staffing levels that still exist and the pressure to keep costs at a minimum. Don't make any of the mistakes below and you have a good chance for growth throughout the year and into the next.

Mistake #1 - Failing to improve the value of the documents you produce

Interest in replacing paper documents with electronic ones is expected to continue. Sending out confusing, wasteful, or undeliverable mail will just accelerate efforts to eliminate more of the volume. Make an effort to find and correct inefficient documents and processes.

Mistake #2 - Not fully understanding postal rules

Mail can get complex. Not following regulations concerning move update requirements, postal preparation and submission, barcode readability specifications, etc. can result in fines, postage up-charges, or delays. Keeping up to date on the latest developments is a good way to avoid these situations.

Mistake #3 - Letting errors creep into your production process

As documents become more personalized, the risk of revealing personal information or of sending the wrong offer to individual customers increases. The clipboard method of quality control probably isn't going to be sufficient to ensure accuracy. An investment in ADF (Automated Document Factory) technology can be the answer. Most shops don't need full-blown lights-out automation. Just buy what you need to reduce errors from happening and catch them when they do occur.

Mistake #4 - Not promoting your operation

Whether you run an in-house operation or are an outside service provider, it will pay to let your customers know what you can do and how you can help them. Passively managing daily operations and not keeping customers informed can result in decisions that get made by folks who really don't understand the value of printed communications. A simple, regular electronic newsletter is an inexpensive way to remain top-of-mind and establish yourself as a knowledgeable resource. If you need help getting started, give me a call.

Mistake #5 - Underestimating the influence of social networks

If you've been thinking that Twitter and Facebook are just fads that will eventually go away, think again. Even if the individual products and platforms are replaced by the latest whiz-bang software, the concept of accessing social networks for information, advice, reviews, referrals, and recommendations is firmly established.

Even though printed communications may seem "old school", they play a part in the electronic social world. Take fulfillment, for example. A good many information packets or welcome kits you send out may be going to individuals who initially became interested in your company because of a discussion that started in social media. And customers may rant or rave about the documents they receive from you - also across their networks.

Document producers are no longer in complete control of how their messages are created or distributed. Customers are quite willing to publish what they think about your company, based on their experiences. And you'd better believe that prospects are very interested in what their peers have to say. About 70% of online consumers now seek out posted customer reviews before they make a buying decision.

Embracing the potential of social networks means getting creative about how to strengthen your brand or broaden your customer base using printed documents in conjunction with emails, blogs, online coupons, specials and other electronic messaging channels. Finding ways to leverage the impact of a compelling and personalized mail piece to link it up to engaging content available online is a worthy goal. Ignoring these opportunities could result in budgets and resources being diverted away from physical document production and towards social media.

2011 can be an exciting adventure for document professionals. Or it can be a disaster. Paying attention and taking the bull by the horns is a good way to nudge the odds in your favor and avoid experiencing a downturn that could have severe consequences.