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Best Practices for Direct Mail Campaigns

With inboxes filling up with multiple email marketing messages, invites and the like, some small businesses are turning to direct mail as a way to stand out with specific audiences. While direct mail requires more time, more money, and more creativity, with the right planning and these best practices, your direct mail campaign can prove well worth the effort.

Best Practices for Direct Mail Campaigns

Be Picky

While email marketing is targeted, it’s still mass communication compared to direct mail, because with a few tweaks and some automated personalization, you can send essentially the same email to hundreds and to thousands of people. The effort of direct mail campaigns limits your recipients so your time and money will be rewarded when you have a very clear, narrow and disciplined target audience.

Choose only the most valuable targets to engage with in this medium to ensure the greatest rewards. Read more

Customer Experience Lessons From a Michelin-Starred French Restaurant

First, let me say: it’s good to be home. I’m just back from an extended vacation in France with my family. [Cue jealousy.]

One of the most memorable experiences we had was dining at a Michelin-starred restaurant, Le Table de Patrick Raingeard. While sipping my champagne and feasting on perfectly cooked duck, I reflected on what a good job the restaurant had done to ensure our customer experience was elevated.

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You might not be one of the best restaurants in France, but these are lessons you can put to good use, too.

1. Anticipate Needs

The staff at the restaurant was well trained. We visited for brunch, which included free-flowing champagne. Now, being a connoisseur of the champagne brunch in the United States, I was accustomed to draining my glass before the harried server came over to refill. Not the case here. Before I was even halfway done with my champagne, the waiter would silently glide over and refill it. I was kept happy.

2. Make Customers Feel Like Family

I was a little concerned about feeling like we didn’t belong in such a fancy place, but I needn’t have worried. From the hotel concierge who greeted us by name and personally escorted us to the restaurant to the director of the restaurant (I imagine he’s like the maitre’d), everyone engaged in witty repartee and made us feel like they wanted us there. The young man whose job it was to help people navigate the buffet, after I inquired about items I might be allergic to, went to the kitchen to make sure he’d told me of all the potential shellfish pitfalls. Turns out there was another—on my plate, no less—that I should avoid. I was pleased that he went out of his way to make sure I wouldn’t bring up my delicious and expensive meal later. Read more