I love it when things suddenly appear to re-affirm statements I’ve made.
I spent some time today checking out the new SBA research library. I downloaded enough material that it made better sense to print in volume using their ink, so I pushed it to my local Kinko’s for output.
Here is what I got back from them:
Thank you for your e-mail.
If you have sent this message to place an order, please call your FedEx Kinko’s Office and Print Center Project Manager at (804) 288-0880 to discuss your order. The FedEx Kinko’s Project Manager will confirm:
* Your order was received
* Pricing and payment method
* Expected delivery date for your orderWant to save the trouble of a phone call next time? Connect directly to us from your PC with File, Print FedEx Kinko’s, our state-of-the-art order submission tool. Visit http://www.fedexkinkos.com/fpfk-em now to download the free software and get started.
With File, Print FedEx Kinko’s, you can choose your print options, see a preview of your printed document and pay for your order with any major credit card or FedEx Kinko’s Commercial Account Card. You can even ship your order overnight by FedEx without leaving your desk.
You can also submit your orders through our Web site by visiting http://www.fedexkinkos.com/OnlineOrdering. It’s another convenient way to send us your documents online. For more information about other FedEx Kinko’s services, or to receive customer assistance, please call 1.800.254.6567.
Thank you for your business!
Terms and Conditions:
This e-mail transmission is not encrypted and offers no security protection. Any material you send could be viewed by a third party while in transit.If the document you are sending is copyright or trademark protected in whole or in part, please note that FedEx Kinko’s requires written permission from the copyright or trademark holder in order to reproduce copyright or trademark protected works.
By submitting this file I warrant that the documents I submit via this e-mail transmission are not protected under copyright or trademark laws or that I have the authority to print or reproduce the files. I hereby agree to indemnify and hold FedEx Kinko’s harmless from any suit, demand, or claim made against FedEx Kinko’s by reason of breach of this warranty, and I agree to any judgment or reasonable settlement offer resulting from any such suit, demand, or claim, and to pay any attorney’s fees incurred by FedEx Kinko’s in defending against such suit, demand, or claim. I agree that FedEx Kinko’s may provide a copy of this statement to anyone claiming infringement of copyright or trademark in the file(s) being submitted.
By transmitting your order you are agreeing to the foregoing indemnification of FedEx Kinko’s.
Wow, wasn’t that a mouthful? Printed, this almost fills an 8.5” x 11” page, but look – there is no compelling offer to make me do anything about it, now, is there?
Using some back of the envelope math, I figured that FedEx Kinko’s automagically sends out about 56,000 of these emails a day or 1.68 million per month (1400 stores x 40 incoming email files x 30). Sure, it might well be a few more or a few less – my point is, the email does nothing to increase sales or improve operational efficiency.
Why do I say this? I’ve been sending email orders to Kinko’s for four years, using the exact same email address. I am well past the six magical touchpoints* – I’m well aware of the service, thank you very much, and if I was going to download P2K, I’d have done so a long time ago. I prefer interacting with them as I do, because I know what the outcome will be.
Yet, each time I send an order, I get the same old tired message back. Ho hum – off to the trash can with it. This is bad technology in action – why not configure the email server to compare the number of times I’ve received this offer, and hey – offer me something different?
If you’re sending out automated emails anyway, why not use them to increase your sales? They are leaving money on the table, here, by ignoring this point of contact – I could spend more, but I’ve got no compelling reason to, with emails of this nature.
The use of coupons and samples are proven, effective methods of increasing sales, whether you make copies or bon-bons. Yes, the offer must be enough to create action, which requires some testing, but when your sales are down 2% and profits down 56%, you can’t afford to continue to do what you’ve always done.
*Studies have shown that regular, repeated contact with prospects or customers increases sales exponentially:
- First contact: 44%
- Second contact: 16%
- Third contact: 14%
- Fourth contact: 12%
- Fifth contact: 8%
- Sixth contact: 3%
Notice that over 50% of the overall conversion is generated by follow up messages!
