Transpromotional Marketing

In the current economic climate, transpromotional marketing is a win-win situation for both consumers and shareholders. Leverage existing customer statements and turn attention into action with the use of promotional messages.

What is Transpromotional Marketing?

The phrase “transpromotional” refers to the use of transactional opportunities, such as statements, to deliver personlized promotions and marketing. Transactional documents like monthly statements and invoices present new opportunities for personalized marketing messages.

Why does it Work?

Statements work because they are expected by the recipient and usually require action. They are also high-involvement documents which many consumers spend 1-3 minutes reviewing and are viewed more than once. The real value is the ability to use transactional documents to turn consumer attention into action.

The ultimate objective is to combine information delivery with data-driven personalization and promotional offers to generate faster and higher response rates. Transpromotional marketing is growing fast. Many organizations are moving to convert traditional billing and statements to transpromotional messages because they understand the value of leveraging data they already have on their customers to create new opportunities for additional revenue.

Organizations utilizing transpromotional printing typically see the following results:

• Response Rates: Up 36 percent
• Average Value of Order: Up 24.5 percent
• Repetitive Orders/Retention: Up 47.6 percent
• Overall Revenue/Profit: Up 31.6 percent
• Response Time: Up 33.9 percent
  

Source: Adobe

The clause is to always keep the message to the customer and its validity in mind. This is the key to making it work. What offer/action is appropriate for this customer? How can I personalize it and make it attractive to them? How do I correctly include risk in my calculations as to what to offer.

How is it Green?

By using transactional documents as marketing tools to cross-sell products and services, transpromotional marketing not only enhances a company’s communications by offering customers additional information, it reduces the need for direct mail, making it more cost-effective. Crucially, it also ticks the CSR box on the environment by saving waste, as well as postage.

What is VDP?

Technically speaking, the Transpromotional transaction, or Variable Data Printing, VDP, is a form of on-demand printing in which elements such as text, graphics, and images can be changed from one printed piece to the next using information from a database.

VDP has been shown to boost the effectiveness of printed output, whether it’s measured by response rates, readership, ROI, or customer satisfaction.

How does it work?

To produce personalized communications, in high volume, requires a substantial amount of data about your customers and software that will allow that data to be utilized effectively. Collecting the data is a CSR task you may already have in place. Providing you with the software to perform transpromotional functionality is our job. Transpromotional Products

It is also recommended to have an output device that can handle color and VDP with great efficiency. Increasingly, more transactional print providers are turning to FTI products because of the low cost, small footprint, and high level of reliability. Printers

The thinking is "in your hand" ad messages on transactional documents that are relevant to you, your needs and interests should generate more sales and profit (for the vendor). Transpromotional Products

What do I need to do Transpromotional Marketing?

Making this new promotional tool possible is the rapid decrease in color printing costs combined with high quality data quality software. These new generation software tools and printers allows for top quality full color ad messages to appear on invoices without breaking the bank in terms of production costs for each bill run.

Where can I find out more about Transpromotional Marketing?

More companies are beginning to use transpromotional marketing efforts to reach consumers with more targeted advertising messages that address specific needs and/or loyalties. Check your mailbox, transpromotional marketing may be coming in your next invoice.

More about Transpromotional Marketing:

• Product Info
• More Detail

Related Posts:

§ The Future of Direct Mail

§ Wikipedia Definition Transpromotional Marketing

§ CCI Increase response with Transpromotional Marketing

§ Wall Street Journal Marketplace

Direct Mail Marketing Tips

Recession proofing your business during this economy is tough. It's become ever more important to stay in front of your customers than to cut corners on all your marketing. An affordable way to keep customers engaged and your sales growing is direct mail.

Whether you communicate best online or face-to-face, direct mail marketing through traditional mail allows you to stay connected to your valued customers and reach out to new customers without spending a fortune.

Whats your Objective?
Develop your mailing objective. Outline a strategy, the direct mail call to action, to keep your design and your direct mail goals simple. Whether you are aiming for new customers or driving more traffic to your store, make your mailing target a measurable one.

Package your Message
Based on your campaign strategy, use only direct mail components critical to effectively communicate to your customers. If your goal is to drive customers to your website or to educate customers about a new service, a small black and white postcard may work. Just remember- less is more.

Keep it Simple
Put your customer needs on the table. With tight budgets, don’t try to sell the moon. A practical idea will be more compelling than everything under the sun at deep discount. If you are able to do more with less, direct mail can help you close the sale at a fraction of the cost of traditional sales methods. Use to-the-point copy and small, thoughtful graphics. Keep it simple - get in front, call to action, and get out with a user-friendly way to respond.

Push the Envelope
Once your mailing package is perfected, don't forget the envelope. The envelope plays a critical role in direct mail. Now, with IMB and NCOA upgrades helping to ensure the mailing reaches the intended recipient, the envelope can also help improve results. Here’s an idea based on research by the Direct Marketing Association, “if your direct mail looks like personal correspondence you can significantly increase the open rate.”

Choose an envelope that is different than a standard white business envelope. A card shaped envelope may look like a wedding invitation and thus be more likely to be opened. Personalized font or real postage stamps also give your mailing a more unusual appearance and reduce the number of unopened parcels that get tossed.

Direct mail offers you a cheaper way to keep your business in front of your customers. Improve your sales prospects even in a recession, with just a touch of simple creativity.