Communication seems to be one of those things you’re either good at or you’re not. No matter what form of communication you use everyone seems to read and hear things different. They place their own spin on the topic, even allowing emotions to have a say in the meaning they gather.
I think you would agree that sometimes just picking up the phone and talking something out turns out to be the best alternative in the long run. Other times, a meeting in person seems to build a relationship better than you could ever anticipate. But, in our businesses, it can be argued the most important communication we have is print.
I got to thinking about communication while at the US Postal Service National Postal Forum a couple weeks ago in San Antonio, TX. I had the opportunity to meet and work with some of the movers and shakers in the mailing industry. You hear a lot these days that everyone’s trying to be transparent in their businesses, and I saw a lot of that at the forum this year.
The overall message the post office gave me at the forum was their intent to make the physical mail piece tie into the digital age. At one of the sessions, they took three individuals from three different age groups, and with the use of science proved that the physical mail piece had far more meaningful impact than that of strictly digital content. Especially in retention of the product. This was true even for the millennial they chose to participate in the test.
Over the next few weeks, you will most likely see a lot of communication to do with the post office’s program called Informed Delivery. If you would like to see what all the hoopla is about, check out their web page at https://informeddelivery.usps.com and watch for more communication from us as we work to roll this out as a tool for your businesses.