Wising up to transpromotional marketing

For years, transaction documents were a missed opportunity for the vast majority of companies. Businesses would send bills, invoices, receipts and the like to their customers and leave it at that – leaving a huge opportunity on the table. In the last few years, however, many companies have started to wise up and include marketing materials along with their standard transaction documents.

[header_line]The benefits of transpromotional marketing[/header_line]

In retrospect, this strategy seems palm-to-the-forehead obvious. You’re already going through the trouble of printing the materials and sending them to your customers, so why not throw in a promotion or special message at the same time? In fact, in many ways this is the ideal time to try and engage your customers, as around 95 percent of transaction documents are opened and read, according to a study conducted by InfoTrends. By simply adding a marketing material to these documents, you are adding an entirely new – and incredibly easy-to-use – channel to your promotional strategy for almost no extra cost.

[header_line]Keep it personal[/header_line]
Despite the obvious advantages of a transpromotional strategy, it is important to keep a few things in mind as you carry it out. Your customers can quickly lose patience if they feel they are being marketed to in an overly aggressive way, so it is important to maintain a subtle touch.

One of the most effective ways to do this is to keep your messages – both transactional and promotional – as personalized as possible. Your customers will be much more receptive to communications that take their individuality and specific circumstances into account. By including their names and pertinent information in the messages you send, you will be earning their trust and making them more likely to remain engaged and loyal.

One great way to do this is to use variable data printing software from Objectif Lune to help you customize your transpromotional materials and capitalize on this popular strategy.