It’s time to call time on snail mail
In this world of digital revolution – is it finally time to say goodbye to post?
I have been an avid believer of no member gets left behind for years now, but as the cost of postage soars and the efficiency plummets, I can’t help but wonder is it finally time to say goodbye to post?
With more and more Clubs offering digital rewards through kiosk swipes or vouchers loaded onto a membership card I was recently confronted by a small club who was spending over $1,000 a month in mail outs to tell members that their birthday vouchers were loaded onto their cards – and that was a small month! Think about what a Club could do with the $12,000 a year – poker machine conversions, a major raffle, a gaming promotion, or a budget for targeted member rewards. The money invested in the latter produces more revenue for the Club, and in turn allows for a better member experience, whilst the first option sees no ROI.
With the younger generation becoming more aware of social factors, the environmental cost of huge mails outs now comes into play. More and more focus is being driven on big companies to be environmentally aware – how many managers have a think before you print message on your email footer? These principals need to flow through the rest of your Club to avoid being a perceived as an attempt to look relevant.
For years we have been confronted with messages from CEO’s saying “Our members won’t adapt to digital” or “It may work for the city Clubs, but we are different.” Clubs convinced that the digital revolution wasn’t for them. But as the world continues to turn towards digital to keep us connected and safe these adaptations continue to occur. Members who previously were digital adverse have embraced technology as a way of connecting with grandkids, family and friends. Sure, Nanna may not know how to turn the filters on in a zoom or face time chat, but she knows how to answer the call!
In house advertising and constant reassurance to members that their birthday rewards are there for them will ensure that the message is received loud and clear. And what of your legal notifications? AGM notices, Board elections – all the messages that require delivery before a certain date is digitally recorded and you get instant peace of mind that you have met all your legal requirements.
Sure, there are those on the other side of the fence that claim a tangible offer in the post makes them feel engaged and valued, but if the piece of paper is worthless (as the offer is already loaded onto the card) how much of the supposed engagement is actually realised? The key that most people fail to remember is that the true feeling of importance comes in the form of the customer experience the member gets when celebrating their birthday month at your Club! That is where you measure the true engagement of your offerings.
And speaking of engagement the magic of a digital solution comes with a digital ROI – Being able to track and measure the success and actual cost/profit of the promotion. I can’t tell you the countless meetings I have sat in asking a manager about the ROI of paper campaigns and they are simply unable to tell me – its impossible to track what its worth to the club.
The overall truth is that digital is here, we in our industry are talking about cashless gaming solutions and looking to more tech to provide the personalised engagement for every member of the club. The days of post are simply numbered – the cost of dealing with mail outs such as birthday, AGM and renewal notices simply don’t add up.
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