Transpromotional
Encyclopedia
Transpromo is a compound expression formed from the words "transaction" and "promotional". By adding relevant messages, companies can piggyback promotion
or even advertising
onto existing transaction-related documents, such as statements, invoices, or bills. Transpromotional documents combine CRM (Customer relationship management
) and data mining
technology with Variable data printing
and location intelligence
.
Adding promotion onto existing transaction-related documents has a number of advantages over promotion by other means.
1. Openability. Statements and invoices are expected—they contain important financial information and usually require action. More than 95% of transaction documents are opened and read each month – far more than any other type of direct response effort.
2. Involvement. Bills and statements receive more attention than any other form of communication including television advertisements. Studies show that the average customer invests between one and three minutes for statement review.
3. Trusted Media. While e-security and telephone fraud continue to make headlines, nearly everyone trusts the postal service to send and deliver mail – including highly important documents.
4. Functionality. Statements are often viewed more than once. The paper-based nature of transaction mail helps consumers pay bills, submit expense reports, prepare taxes and file documents.
5. Returns. Statement-based marketing is effective because it targets current customers. A five percent increase in current customer business can translate into as much as a 50 percent increase in bottom-line profits.
6. Customized offers. Statement-based marketing is effective because it enables customized offers to be automatically generated by the transactional data within the document itself.
Promotion
Promotion may mean:*Promotion *Promotion **Film promotion**Promotional campaign**Promoter **Promotional recording**Radio promotion*Promotion *Promotion - when a pawn reaches the eighth rank...
or even advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
onto existing transaction-related documents, such as statements, invoices, or bills. Transpromotional documents combine CRM (Customer relationship management
Customer relationship management
Customer relationship management is a widely implemented strategy for managing a company’s interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing,...
) and data mining
Data mining
Data mining , a relatively young and interdisciplinary field of computer science is the process of discovering new patterns from large data sets involving methods at the intersection of artificial intelligence, machine learning, statistics and database systems...
technology with Variable data printing
Variable Data Printing
Variable-data printing is a form of digital printing, including on-demand printing, in which elements such as text, graphics and images may be changed from one printed piece to the next, without stopping or slowing down the printing process and using information from a database or external file...
and location intelligence
Location intelligence
Location Intelligence is the capacity to organize and understand complex phenomena through the use of geographic relationships inherent in all information. By combining geographic- and location-related data with other business data, organizations can gain critical insights, make better decisions...
.
Overview
Adding promotion onto existing transaction-related documents has a number of advantages over promotion by other means.
1. Openability. Statements and invoices are expected—they contain important financial information and usually require action. More than 95% of transaction documents are opened and read each month – far more than any other type of direct response effort.
2. Involvement. Bills and statements receive more attention than any other form of communication including television advertisements. Studies show that the average customer invests between one and three minutes for statement review.
3. Trusted Media. While e-security and telephone fraud continue to make headlines, nearly everyone trusts the postal service to send and deliver mail – including highly important documents.
4. Functionality. Statements are often viewed more than once. The paper-based nature of transaction mail helps consumers pay bills, submit expense reports, prepare taxes and file documents.
5. Returns. Statement-based marketing is effective because it targets current customers. A five percent increase in current customer business can translate into as much as a 50 percent increase in bottom-line profits.
6. Customized offers. Statement-based marketing is effective because it enables customized offers to be automatically generated by the transactional data within the document itself.