It is no secret that transactional documents provide a great marketing opportunity. A study by InfoTrends found that 95 percent of consumers open and read their bills and statements, and spend an average of over two minutes to review each statement. This dedicated time provides a great opportunity for marketers to capture the attention of customers and present additional products and services, for example:
A superannuation firm encouraging additional contributions
A financial institution introducing new investment products, targeted specifically at a customer based on his or her profile
An insurance company addressing legislation changes
This form of marketing is called transpromotional communications, or “TransPromo,” and has been around for decades. Surprisingly, few organizations have been able to implement it effectively, or have given up trying. Why is this so? A key reason is the complexity of the process, particularly in large organizations: How can you quickly deliver targeted messages without getting bogged down with internal processes, review and approval and sign-offs? Many stakeholders demand involvement in the process, resulting in a complex review and approval process before the marketing message can get onto the statement.
See full article at: The Key to TransPromo Success – Having the Right Process | OutputLinks.
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