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Transpromotional Documents, “The Social Network” and Your Business
That is one of the most recognizable lines from the 2010 hit movie The Social Network, and is an excellent example of what every business wants to do: Grow. Regardless of company size, the most efficient way to grow your business is to engage your current customers through your current transactional documents. Monthly statements, billing information or any other important communications which are sure to be opened is an excellent way to get your promotional messages to your current customers.
Justin Timberlake and Jessie Eisenberg in "The Social Network"
Getting attention from your promotional message is harder than at any point in history because there are more channels for communication between businesses and customers. As marketers, this means that we have to work smarter (not harder) than ever by making use of all the tools at our disposal. One substantial tool to consider is the transpromotional document.
The basic idea is to take the transaction document of high importance – such as a statement, notification, invoice or any necessary business communications piece – that you are confident will be opened and read, and add promotional material or content to that document. This is not a new idea but what’s relatively new is the ability for significant personalization to the message so that you are timely and relevant to your customers.
In numbers we trust. According to InfoTrend, it is estimated that the average open rate of promotional materials sent out as direct mail is 5%. Frankly, that’s not very good. Transactional documents, such as a statements or invoices, have an open rate estimated at 95%. By embedding promotions into these same transactional documents, they become transpromotional documents, and you are able to get your message to your customers at a rate that is 90% higher than if you were just sending promotional materials separately. Obviously, there is room for scrutiny in these numbers but the fact remains that transactional documents have a higher open rate than marketing materials. Adding advanced personalization to your documents will add specific value to your customers to help your message standout and build rapport. In an economy that is still suffering, building rapport with your current customers is an absolute must for retaining and growing business.
Transpromotional Documents at work!
When it comes to transpromotional documents, the numbers don’t lie. You know that your customers will open their transactional documents and with relevant personalization in your message, you will grow your business.
Want to learn more about KP Corporation’s transpromotional document and personalization capabilities check out our re-designed website and let us know what you think on Twitter at @kpcorp.
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