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Want to Be More Sustainable? Embrace Circular Design

In recent years, circular design has gained traction in many industries, including printing and packaging. Circular design aims to minimize waste and maximize the lifespan of products by following the principles of reduce, reuse, and recycle. Not only can embracing circular design lead to significant environmental benefits, but it can result in operational efficiencies, too.

Here are four steps to keeping your customers happy and engaged with you.

  1. Data changes — keep it up to date.

How do you keep your customers engaged with targeted, relevant communications when their addresses are outdated and the rest of their data is incomplete? You can’t. For example, do you know that Bud Jones replaced Stan Walker at ABC Manufacturing after Stan retired last month? Or that Susan Jones got married and is now Susan Becker? Regularly, take the time to make sure that your contacts’ names, addresses, and preferences are accurate and up to date.

  1. Keep that data private.

Customers are willing to share personal information with their favorite brands in exchange for more relevant, targeted offers. Still, they also want to ensure their data is kept private. Assure your customers that you follow all applicable laws and that they can trust you.

  1. Keep their cross-channel experiences consistent.

No matter how customers interact with you—direct mail, email, mobile, and website—ensure that your branding, messaging, and offers are consistent across all marketing channels you use. After all, more than half (61%) of buyers start shopping on one device and finish on another.[2] Cross-channel consistency tells buyers that you are professional, trustworthy, and credible.

  1. Use segments to ensure that offers and messaging are targeted and relevant.

While personalizing messaging, images, and offers to each recipient is the holy grail of marketing, you can deeply engage those recipients by grouping them into segments. This is where creating “personas” becomes so important. Think “Millennial women climbing the corporate ladder” or “single dads who work from home.”

Customer loyalty is a powerful driver of business success, so focus on retaining these valuable relationships. By following these four pillars of customer loyalty, you can strengthen your customer bond, increase satisfaction and loyalty, and ultimately, increase revenue growth.

[1] Consumer Research Institute
[2] “The Best Customer Experience Starts with Data” (TransUnion)

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