02 Dec Transactional Promotion Printing is Hot Again
When marketing trends started to move away from the print sphere, it became much harder for your brand to stand out in the digital space where consumers are bombarded with advertising and promotional messages.
Despite this shift away from print, many customers, especially today in the 2020s, actually prefer printed statements.
Transpromo enables you to use your transactional direct mailing as an effective tool that not only stands out because it now has more space to compete but offers personalised, colourful promotional messages distributed to a captive audience who already made a purchase from you.
What is Transactional Promotional Print (Transpromo)?
Savvy businesses have found that the maturation of the messaging landscape has allowed for the refinement of channels. They are able to leverage statements and other transactional documents as marketing platforms while still maintaining a digital messaging presence. Statements and transactional documents can become an integral part of your business’s marketing strategy.
A company’s existing transactional documents can become multi-purpose by:
- Cross-selling products and services
- Alleviating customer concerns
- Educating and informing customers
- Improving customer loyalty
- Maintaining consumer confidence (especially in tumultuous markets like 2020’s…)
Transpromo marketing and the customer experience
Transpromotional marketing is an often forgotten, yet effective, additional touchpoint in your marketing and communication journey. Transpromo uses transactional printed mail to share key marketing messages and to educate.
This type of mail boasts a large open rate, due to the nature of the content increasing the likelihood of your customer seeing your marketing messages.
Today’s customer expects a seamless customer experience, no matter when, where, and how they interact with your business or organisation. It is possible to completely tailor marketing messages based on more sophisticated data management to collect customer preferences, purchase history, and buying behaviours.
By harnessing this data, transactional marketing can deliver the right information to the right recipient at the right moment and become an extremely powerful medium in omni-channel communications.
Bank statements, for example, can include detailed information about a service offering the client browsed online with special offers if the client provides the embedded promo code on their statement; or vehicle finance statements, for example, might include detailed information about new car models that the customer has browsed online, offer test-drives or special offers as an agreement nears its end.
Transpromotional communications can enhance the customer experience rather than simply serving as a platform for cross- or up-selling. Utilities companies, for example, might educate customers about how to change their specific energy consumption patterns, while life or health insurance providers might provide tailored information promoting wellness and personalised discounts on gyms, health foods, and sports gear.
Stop delivering boring statements and start making statements!
Maximise cost savings and increase your marketing return on investment (MROI)
There’s no getting around paying to send out transactional documents – it’s a necessary cost – but it can create a marketing opportunity through sharing additional messages. Since customers receive, open, and review transactional documents regularly, this is the perfect opportunity to engage with customers.
According to research on Infotrend, consumers open 95% of transactional documents and spend between one and three minutes reading them – a rare moment of undivided attention in the crowded marketing landscape.
Since brands already need to pay for printing and postage, it makes sense to maximise each transactional document’s potential to increase returns on investment.
In an environment in which marketers are constantly striving to harness behavioural data to deliver individualised omni-channel customer experiences that capture attention, transactional marketing not only makes sense; it has become essential.
Transactional marketing enables cost savings by utilising the ‘white space’ in the transactional documents to carry personalised promotional messages. Marketers can save on postage and reduce material consumption through consolidated mailings. More importantly, the transpromo marketing effort can turn a cost centre into a revenue generator.
Outsource your transpromo print and mail
The easiest way to maximise your transpromo marketing return on investment is to partner with an experienced direct marketing and mailing house such as InsideData to help you make the most of your transactional print (i.e. statements, invoices/bills, communication, as well as compliance letter printing and mailing).
InsideData’s state-of-the-art high-speed inkjet digital printers not only process and produce full-colour documents – they also apply variable data and images to personalise messages at a lower cost than traditional print solutions.
You can take an even more innovative approach with an embedded code linked to personalised video message and or QR codes directing customers to an online shopping experience – all this data is also measurable, helping you to improve your marketing analytics.
InsideData processes a high volume of transactional direct mail in its in-house mailroom on a daily basis and would love to partner with you to maximise your transpromo ROI. Contact us today to sign up for your Sweet Summer promotion and get up to 25% discount on your bulk print and mail. Terms and conditions apply.
Visit https://www.insidedata.co.za/summer-promotion/ for more information
By: Gerda Heyman, 24 November 2020