Welcome to the Dove Direct Print and Marketing Blog. Today's post, "Why Transpromo Marketing Raises the Bar," outlines key benefits organizations realize by incorporating transpromotional marketing into the marketing mix. The current state of a down economy opens the discussion regarding the challenges and opportunities facing sectors that use direct mail and transactional documents. As we have learned in recent years, direct mail marketing requires relevancy coupled with cost-savings solutions to be effective. By definition, transpromo communications represent smart leveraging of transactional documents that can influence customer behavior and grow incremental sales. TransPromo marketing can also benefit consumers in a variety of ways, including educational content, loyalty programs, increased customer satisfaction, and exclusive cross-sell or up-sell opportunities. TransPromo delivers outstanding benefits that can create a customer-centric strategic advantage, particularly in today's challenging environment.
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TransPromo Improves Margins
All business models include strategies, tactics, and tools that aim to improve performance, processes, and overall customer satisfaction. Direct mail marketing is the cornerstone that makes transpromo marketing so effective, more so than other print and broadcast mediums.
A great benefit of transpromo communications is that it targets current customers who receive the mailers. Current customers represent a two-fold opportunity, whereby brands can grow revenue and increase margins. According to InfoTrends, transpromo mail delivers the number one open ability rate that exceeds 95 percent! Meanwhile, personalized, unsolicited direct mail garners a 48 percent open ability rate. When the brand is speaking to current customers, transpromo and transactional mail are far more efficient because current customers read literature from brands they know and trust. In addition, recent advances support embedding messages within the transactional document or statement, eliminating the need to print generic inserts, which were often discarded by recipients. Another benefit of transpromo marketing is the ability to increase profitability from the current customer base significantly. It also allows for improving and building existing customer relationships versus incurring acquisition expenditures for new customers.
Further, marketers can utilize known customer demographics and psychographics to create targeted messaging that is relevant. Relevant messages increase the probability that premium or luxury products and services will be more readily acceptable to those targets who have the purchasing power along with interest to purchase them.
Tracking and Measuring TransPromo Results
The online world has boasted for years that its ability to track responses, engagement levels, and purchasing habits sets it apart from all things non-digital. Thanks to advanced technologies in the digital world, print materials utilized in VDP, or even digital printing output, place the print industry squarely in the marketing mix. As a result of technological advancements, marketers can track and measure transpromo results. For example, campaigns can now have unique codes and subsequent links designed to amass precise one-to-one data. As well, personalization is one-to-one communications, and responses to CTAs can be tracked and measured.
As customers arrive at various touchpoints along the purchasing journey, key codes are captured, which in turn deliver campaign metrics and analytics. Commonly referred to as behavioral data, this valuable information opens the door to high-performance data-points for use in future campaigns. Marketers can also use QR codes. This two-dimensional, quick response barcode can store data and provide quick links for PURLs and URLs. Today's cell phones and tablets can correctly scan QR codes. QR Codes also support coupon redemption, response data, and the customer can activate any specific offer or CTA. TransPromo is More Cost-Effective
Transpromo documents are now an essential aspect of the customer experience. When a transactional or transpromo document accurately targets and executes, the resulting response should generate a command action. Therefore, marketers can address current business while offering promotional opportunities. It's almost a no-brainer to leverage the existing customer set to deliver on the investment, which will yield a higher ROI. From a cost perspective, several research organizations allude to the fact that most direct mail costs, on average, about 75%, goes to postage. However, by engaging a professional mail shop, brands can significantly reduce transpromo postage and handling costs.
As we surge ahead in the business and marketing world, marketing will continue to lead consumers back to the brands they love during this challenging period. Brands and marketers are continuously looking for avenues that increase revenue streams and the tools they can use to achieve improved ROIs. Transpromo and transactional document marketing should be a significant consideration in the quest to achieve these goals. TransPromo marketing delivers outstanding benefits that can create a customer-centric strategic advantage, particularly in today's challenging environment. Thanks for reading the "Why Transpromo Marketing Raises the Bar."
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