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 or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...

onto existing transaction-related documents, such as statements, invoices, or bills. Transpromotional documents combine CRM (

customer relationship management Customer relationship management (CRM) is a process in which a business or other organization administers its interactions with customers, typically using data analysis to study large amounts of information. CRM systems compile data from a ra ...

) and data mining 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 pri ...

and location intelligence. 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 ...

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 A television advertisement (also called a television commercial, TV commercial, commercial, spot, television spot, TV spot, advert, television advert, TV advert, television ad, TV ad or simply an ad) is a span of television programming produce ...

. As a result, marketing included in these types of emails and documents has a higher

click rate Click-through rate (CTR) is the ratio of users who mouse click, click on a specific hyperlink, link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campai ...

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 asy ...

. 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 populations, especially human beings. Demographic analysis examines and measures the dimensions and dynamics of populations; it can cover whole societies or groups defined by criteria such as ed ...

business driver Business is the practice of making one's living or making money by producing or buying and selling products (such as goods and services). It is also "any activity or enterprise entered into for profit." Having a business name does not separat ...

s and marketing criteria.Grant Stewart, Vectis, White Paper : Trigger based marketing within transactional documents, 2009

References

Advertising techniques

Overview

See also

References