Types and effectiveness of mailings in call centers.

Today, any structure of telecommunication services, regardless of the name and actual software and technical and communication capabilities - business center, marketing, PR agency, telephone sales center, call center - offers a distribution of information and / or information and advertising Character on one or several channels of switching with clients. The dispatch, depending on the purpose, can be used to increase the level of customer service, and hence the degree of customer loyalty to the company, the brand / brand, the product / service (newsletter - notification of debt, balance sheet, shares, changes in the rules of work, pricing policy , Contractual relations, etc.) or to stimulate consumer demand for a specific / new product / service, but in fact - to search for and attract customers (information and advertising mailing about new products / services, Their advantages, discounts on products / services, etc.).

As a rule, the prevailing majority of today's newsletters are SMS messages, sometimes MMS message format, faxes, and also email, including Direct Mail. Such mailings almost completely replaced the traditional mailings of the second half of the last century on paper carriers, which were carried out with the help of postal services, but at the moment SMS and faxes, Direct Mail are gradually replaced by new types of information and information messages to the client - through IP applications Telephony, in web chats and, of course, in social media, as well as by individual dispatch via convenient communication channels. The reason is that:

• SMS messages due to their mass nature are boring the consumer and in most cases are removed from mobile phones without reading, especially since cellular service providers and mobile devices often use uncomfortable fonts;
• MMS sending is quite expensive and is not accepted by all means of mobile communication;
• Mailing, including Direct Mail, is successfully and permanently blocked by the user through spam mail client modules;
• All without exception "mass" mailings cause irritation for users of mobile terminals, mail clients, and therefore negatively affect the customer's loyalty to the company, brand / brand, product / service.

Unlike the "mass" mailing of the "conveyor" type, the modern contact center today offers:

• Individual mailings of standard formats - SMS, MMS, fax, email, Direct Mail, but user-oriented mobile terminal / mail client with its specific preferences due to age group, gender, nationality, social status. Those. The newsletter is sent to the user in a format adapted for the convenient communication channel (SMS - for pensioners and elderly people, for the working population with mobile terminals - SMS, MMS, email distribution, youth preferring smartphones - SMS, MMS mailings, notifications via IP applications ). At the same time, information and advertising distribution is not only created in a format adapted for a convenient communication channel, but also formed for a specific user with text / design, most comfortable for the age group, gender, nationality, social status;
• Individual mailings (messages, posts) in business niches of social networks, blogs, microblogging on the company's branded pages in social networks, where the call center operator not only creates an information and advertising or information message, but also in 24/7 mode responds To the questions of interested users, including voice or video chat.