From Wikipedia, the free 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.

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.^[1]

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. ^[2]

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. ^[3]

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. ^[4]

6. Customized offers. Statement-based marketing is effective because it is enables customized offers to be automatically generated by the transactional data within the document itself. ^[5]

References

1. ^ Irongate Digital Solutions, TransPromo Overview, www.irongatedigital.co.uk
2. ^ Group 1 Software, Inc., 2004 Research Study
3. ^ InfoTrends, Inc., The Future of Mail 2006
4. ^ Jack Schmid and Alan Weber, Desktop Database Marketing
5. ^ Grant Stewart, Vectis, White Paper : Trigger based marketing within transactional documents, 2009

External links

• The Transpromo Train : Getting the Most Out of Your Ticket
• Could transpromo be your secret R&D lab?
• Australia Post - One stop transpromo resource including case studies and how-to
• OutputLinks: An Intelligent Approach to TransPromo
• OutputLinks: Bridging the Gap: Overcoming Obstacles to TransPromo Success
• OutputLinks: The Three Drivers of TransPromo Success: Data, Data, and Data
• OutputLinks: Location Intelligence: The Secret Ingredient to TransPromo Success
• OutputLinks: An Intelligent Approach to TransPromo
• DMNews: “Personalized transactions add marketing value”
• DMM News: "Consumers prefer personalized direct mail"
• DMM News: "Rate hikes spur transpromo use"
• "TransPromo isn’t just for the big guys", article from btobonline.com
• Print CEO Blog article
• Print Week article
• Market Research article
• Transpromo-live is an open forum dedicated to TransPromo