Dove Direct Print and Marketing Blog, “Personalized Transpromo Converts Captive Targets"

Welcome to the Dove Direct Print and Marketing Blog. Today's post, "Personalized Transpromo Converts Captive Targets" serves as a reminder regarding the value and cost-effectiveness of transpromotional marketing. Before we go further, we're in the thick of summer, so we promise to make this a quick read. We understand that some, if not many, are still on vacation; and, we believe in a balanced lifestyle! Now, let's dig in.

Transpromo, short for transpromotional has been around for more than 70 years but began to take off in the mid-to-late 2000s. Despite the increased use of the Internet, transpromotional documents that blend relevant, personalized marketing messages with must-read transactional statements, invoices, benefits, and other notifications, is growing. The essence of transpromo marketing gives marketers a way to make a real connection with customers while helping to drive the delivery of information, and ultimately, the purchase of an offering.

When the transpromo element is added to a transactional document, the opportunity to generate sales and long-term relationships develop. As these messages become more relevant and personal, the probability that the recipient will carry out the desired behavior multiplies. Many organizations praise the value of transactional marketing so much that it is considered the most cost-effective and most successful method of customer communications. In short, transactional documents are now viewed as revenue-generating devices with a two-pronged effect, delivering the message, and the ability to increase sales.

The power of the transpromo document allows brands to take advantage of the white space on any transactional document. Unlike an insert that may be thrown away, transpromo documents are printed on the statement, and can include a banner or call out that can focus on up-selling or cross-selling to existing customers. Some brands sell that white space to suppliers and partners. Thanks to the advances in print technology, print houses workflows are automated, thus providing personalization, thereby transforming ordinary bills into productive and creative marketing collateral.

Key Data Takeaways

For starters, printers will print color transactional document pages both in the US and Europe to the tune of 90 billion by 2019. Another kicker, 74% of marketers are currently adding targeted messaging to their transactional pieces. This workflow continues to increase via heightened demand by consumers who are becoming more and more uncomfortable with online billing. While transactional and promotional documents are sent via email, data breaches are causing marketers to rethink the value of transactional document marketing.

Drive More Revenue

Engaging new clients, maintaining an existing client base, and driving higher revenue remains the primary focus for most organizations. To that end, transactional document creation coupled with transpromotional pieces is essential to deliver more revenue. Email response rates are in the single-digit space, which means that even when the recipient receives an email, the time spent reading and responding to them happens in a matter of seconds.

Transactional marketing changes the game in that the average consumer is known to spend anywhere from 3-to-5 minutes, examining the contents of a piece. Another benefit, recipients of transactional documents usually read those documents without the distraction of the nascent clutter populating one's digital device.

In short, the transactional document has a genuinely captive audience to read the document. In general, recipients can focus, free of the distraction presented by digital communications. Moreover, these consumers most likely trust transactional document mailings above the digital versions. Why? Think of it this way. As in the movie, "The Firm," organizations that use the mail to send invoices that are inconsistent with the services rendered can be charged with a crime, a charge that carries up to 5 years in prison. In essence, consumers trust hard copy mail more than the Internet and emails.

Direct Mail's Value is Consistent

In the event you are unaware, direct mail continues to hold a high value among consumers at large, and more importantly also with your customers. A quick look at the numbers serves as a confirmation of direct mail's value: 72% of businesses feel that direct mail is a vital channel. Only 67% of these same organizations stated that mobile is an essential medium. Only 56% believe that apps are an indispensable medium.

What Does This Mean for Printers?

Print providers know that the landscape is evolving for clients and prospects. As a result, marketers should expect print providers to expand their services and solutions across the board. One survey indicated that 31% of buyers now expect strategic assistance with their communications; 39% need help with data analytics, particularly with customer segmentation; and, 14% believe that print organizations should evolve into full-communications service and solutions providers.

The Net-Net

In the event your organization has yet to invest in transactional document marketing, or have been doing so without the transpromo piece, you could be leaving new revenue on the table. Direct mail continues to be an effective marketing solution. Now, more than ever, personalized print collateral rises above response rate challenges, allows you to reach a captive audience, and provides a trusted marketing solution for the recipient. Thanks for reading," Personalized Transpromo Converts Captive Targets."

Let's have a conversation about catalog direct mail marketing strategies, printing, transactional documents, variable digital printing, brand equity and unified marketing collateral during our next Open House. We invite you to join us on Thursday, Aug 29th, 2019, for an hour or two, anytime between 10:30 am to 4:30 pm. Let us show you how to improve your document processes to optimize your workflow, reduce your costs, and maximize your organization's printing, letter shop, and mailing capabilities. Dove Direct has an official USPS certified bureau located within our offices that will save you time and money. Moreover, if you bring us your files, we will create a demo file for you. For more information, call Carla Eubanks at 404-629-0122 or email Carla at This email address is being protected from spambots. You need JavaScript enabled to view it..

Dove Direct, your Atlanta based print and mail solutions provider offers organizations end-to-end data, printing, and mailing solutions: Data Management, Variable Digital Printing, LetterShop and Fulfillment, Fully Automated MLOCR Presort Bureau, Marketing and Production Management Support and Secure Data Life Cycle Management.

If you don't want to wait for the Open House, you can reach Dove Direct today by calling 404-629-0122 or use the contact form for Dove Direct.​