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Promote a brand when sending documents

If you regularly send correspondence to clients, employees or other key stakeholders – whether in hard copy or electronically – it’s important you take every opportunity to promote your brand and organisation. Let’s take a look at some examples depending on the medium you use to distribute information.

Post

Post is perhaps the most obvious method of delivering documents, with businesses having used the Royal Mail to send important information around the country and across the world for many years.

With services like special delivery and recorded mail, the Royal Mail is a reliable means to ensure your target audience receive the information you send, and what’s more, there are also some very quick and simple ways in which you can promote your brand.  For instance, you could use branded letterhead and envelopes.

Royal Mail offers numerous services suitable for direct mail, depending on the dimensions and weight of your items you want to post. You may want to include a promotional gift in the direct mail campaign, to improve response rate. According to figures from the British Promotional Products Association, 87 per cent of people keep promotional gifts for more than 12 months, which should help to create a lasting reminder of your direct mail campaign in recipients’ minds.

Email

One of the most convenient forms of correspondence is email. Almost everyone uses email, whether it’s for legal correspondence or something as simple as a shopping list! And if you need a quick response, email is the ideal way to get one.

The benefit of sending emails compared with posting documents is an obvious one – the cost. You have to pay for stamps and the costs can escalate depending on the dimensions and weight of your parcel.

Sending a parcel in the UK first class can typically cost over £2 for packets that weigh up to 750g. The cost increases if you want to send bigger packages or require special delivery. And should you want to post internationally, you can expect prices to rise depending on the destination. Alternatively, sending an email – no matter where you are sending it to – is absolutely free (after you have paid for your internet connection and email service, of course).

One downside to email is security. Because email is transmitted via the Internet, make sure your electronic files are secure before you send them, particularly if you are delivering the files via Wi-Fi. You don’t want to risk potential data leaks over unprotected connections.

Another potential downside of email compared to physical mail is that there are potentially fewer opportunities to promote your brand in a string of emails. Clearly, you can’t include promotional gifts in an email!

USB sticks

Another way to distribute information and files to customers, employees and other key stakeholders while also promoting your brand is to hand out promotional memory sticks at public events such as a trade show or exhibition. Upload the USBs with information about your company, such as product catalogues, price lists and contact details so that customers can find out more details about your company at a later date.

Do you use direct mail campaigns to attract and retain customers? Do you include promotional merchandise in the mailings? What products have generated a good response? Leave a comment below!

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