Transpromotional ("transpromo") is a compound expression formed from the words "transaction" and "promotional". By adding relevant messages, companies can piggyback
promotion
Promotion may refer to:
Marketing
* Promotion (marketing), one of the four marketing mix elements, comprising any type of marketing communication used to inform or persuade target audiences of the relative merits of a product, service, brand or i ...
or even
advertising
Advertising is the practice and techniques employed to bring attention to a Product (business), product or Service (economics), service. Advertising aims to present a product or service in terms of utility, advantages, and qualities of int ...
onto existing transaction-related documents, such as statements, invoices, or bills. Transpromotional documents combine CRM (
customer relationship management
Customer relationship management (CRM) is a strategic process that organizations use to manage, analyze, and improve their interactions with customers. By leveraging data-driven insights, CRM helps businesses optimize communication, enhance cus ...
) and
data mining
Data mining is the process of extracting and finding patterns in massive data sets involving methods at the intersection of machine learning, statistics, and database systems. Data mining is an interdisciplinary subfield of computer science and ...
technology with
variable data printing Variable data printing (VDP) (also known as variable information printing (VIP) or variable imaging (VI)) is a form of digital printing, including on-demand printing, in which elements such as text, graphics and images may be changed from one prin ...
and
location intelligence
In business intelligence, location intelligence (LI), or spatial intelligence, is the process of deriving meaningful insight from geospatial data relationships to solve a particular problem. It involves layering multiple data sets spatially and/o ...
.
Using the real-estate on electronic documents and bills for marketing and promotional offers, results in a higher click rate and ROI than traditional
email marketing
Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It involves using email to s ...
has offered. Email content can be customized to include relevant, targeted and personalized marketing offers.
Overview
Adding promotion onto existing transaction-related documents has a number of advantages over promotion by other means.
# 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.
# Engagement. Bills and statements receive more attention than any other form of communication including
television advertisements
Television (TV) is a telecommunication medium for transmitting moving images and sound. Additionally, the term can refer to a physical television set rather than the medium of transmission. Television is a mass medium for advertising, ...
. As a result, marketing included in these types of emails and documents has a higher
click rate and conversion rate. The average customer invests between one and three minutes for statement review.
#
Cost efficiency
Cost efficiency (or cost optimality), in the context of parallel computer algorithms, refers to a measure of how effectively parallel computing can be used to solve a particular problem. A parallel algorithm is considered cost efficient if its as ...
. Transactional email messaging eliminates the need for costly traditional paper inserts.
#
Reporting. Billers can track detailed promotion activity. This type of detailed tracking and reporting facilitates intelligent, revenue-based marketing decisions, derived from measurable customer behavior.
# 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.
#
Customized offers. Statement-based marketing is effective because it enables customized offers to be automatically generated by the transactional data within the document itself. It can be personalized according to customer
demographics
Demography () is the statistical study of human populations: their size, composition (e.g., ethnic group, age), and how they change through the interplay of fertility (births), mortality (deaths), and migration.
Demographic analysis examin ...
,
business drivers and marketing criteria.
[Grant Stewart, Vectis, White Paper : Trigger based marketing within transactional documents, 2009]
See also
*
Ad creep
*
Document automation
Document automation (also known as document assembly) is the design of systems and workflows that assist in the creation of electronic documents. These include logic-based systems that use segments of pre-existing text and/or data to assemble a new ...
*
Customer experience
Customer experience, sometimes abbreviated to CX, is the totality of cognitive, affective, sensory, and behavioral responses of a customer during all stages of the consumption process including pre-purchase, consumption, and post-purchase st ...
*
Document composition
Document composition is the process of creating documents which meet the needs of a business, to help them fulfill their business requirements. Document composition is primarily used by organizations to communicate with their customers, and plays ...
*Enterprise output management
References
Advertising techniques