Choosing a communication channel

Each communication channel has its own unique benefits.
So how do you choose a communication channel?

To achieve the best effect, most people choose different channels that complement one another.
One example might be to link letters on paper with electronic solutions.

You can also combine different kinds of communication in the same channel, for example marketing communication with administrative communication.
Adding a marketing message to an invoice is one channel that really works.
According to a survey conducted by the Swedish company Posten, eight out of ten people read inserts.

Other smart methods include investments in communication to increase loyalty, such as membership cards and My Pages.