Words sell.

Recently, we measured the value and the effectiveness of three different to-customer communications channels.

The client was concerned about the budget for each – and their value for money.

We questioned their customers about what channels of information to stimulate query and purchase they saw as most effective and of most value to them.

The answer surprised.

Customers reported that calls in were more often stimulated by the newsletter than by the outbound contacts.

This example may be client-specific and industry-specific, but shows the value of testing channels and customer preference to identify your more effective communications approaches in terms beyond the immediate sales response.