In this environment, a growing number of companies have found that transaction documents, such as
By honing their TransPromo capabilities, these companies have transformed their communications into ongoing, su
5 Reasons Why Statement-based Marketing Works
Because other channels are plagued by spam filters and do-not-call li
- Unrivaled Openability. Statements and invoices are expected they contain important financial information and usually require action. So it's not surprising that more than 95% of transaction documents are opened and read each month far more than any other type of direct response effort.
- High Involvement. Bills and
statements receive more attention than any other form of communication, including television advertisements. The average cu stomer inve sts between one and three minutes for statement review.
sted Media. While e-security and telephone fraud continue to make headlines, nearly everyone tru sts the Po stal Service to send and deliver mail including highly important documents.
- Functionality. Not only do
statements command more attention when they are initially opened, they are often viewed more than once. The paper-based nature of transaction mail is valued by consumers as they pay bills, submit expense reports, prepare taxes and file documents.
- Greater Returns for Companies and Utilities. As
statements are already in the mail stream today, marketers are finding TransPromo to be one of the mo stco st-efficient communication channels. Statement-based marketing is also more effective simply because of the target audience: current cu stomers. A five percent increase in current cu stomer business can translate into as much as a 50% increase in bottom-line profits.
And, while cu
The idea of placing promotional materials in transaction documents is not new, but a more intelligent approach to these TransPromo efforts has made it possible to create marketing experiences that are more personal and relevant.
Today's TransPromo marketing efforts have already proven themselves in their ability to boo
Location intelligence is fa
Convergence of Enabling Technologies and True Market Needs
While these enabling technologies are essential to TransPromo success, the drivers behind the recent surge of inve
- Proven value of relevance Today, the market rea
lizes that better use of relevant, variable messaging can increase revenue, order size and response.
- A more complex competitive landscape Every indu
stry is facing new competitors and new cross-sell opportunities. This creates added pressure on cu stomer retention and a new-found intere stin share of wallet.
- Advances in color variable print While color is not required for TransPromo, it can create a
stronger impact. And the co sts of color variable print are coming down rapidly.
- Ability to more easily access cu
stomer data The late stdata integration solutions make it easier to create a single view of cu stomers. On-demand cu stomer analytics provide for real-time segmentation so business units can identify and target cu stomers more effectively, with no need for ongoing IT support.
The rewards of TransPromo couldn't be greater increased satisfaction and cu
John Schloff is Vice President of Marketing and Global Strategy for Document Management Technologies, a global business unit of Pitney Bowes Inc. that provides software and hardware solutions to enterprise cu