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Since documents of this sort include summaries of transactions or other legally relevant information, they are read and reviewed more carefully than almost any other kind of document received through the post. This has made transaction documents a highly attractive medium for marketing professionals looking for effective ways of promoting a product or service.
New times have come for the transactions document services market. Once upon a time, inserts were thrown into the envelope along with the transaction documents. It turned out this strategy didn't really bring in significant results, however, since the inserts were thrown away as soon as the recipient opened the envelope. Now, we have “onserts”, or the so-called TransPromo. Onserts are placed directly on the face of a transaction document such as an invoice, bank statements or utility bills. By combining a transaction statement with a promotional message, you can put operational and marketing information in a single document. Not surprisingly, today this is a fast-growing market, now worth billions.
Currently, the major players in the transaction document business are only serving large multinational companies. But there is also real market potential at the lower end of the market—serving the needs of small and mid-sized enterprises (SMEs) in the smaller volume transactional printing market.
The biggest advantage of using bills and statements for promotional messaging is that these documents are actually opened and read. According to the study “The Future of Multi-Channel Transactional Communications”, by InfoTrends, utility bills, bank statements and informational mail are transaction documents with the highest open rate of up to ninety seven percent.
Transactional reduces costs by putting marketing messages into transaction documents. The paper is put to good use and not wasted, moreover, ensuring existing white space is used profitably. This strategy also lowers operational cost, reducing the need to print separate brochures and saving resources – your client doesn’t have to send as many e-mail campaigns to existing customers, for example. This also means businesses spend less on additional advertising.
If TransPromo is well-designed, in colour, using eye-grabbing copy to convey a message that’s easy to read, the chances are more customers will see it and act upon it. And if the information provided is easily digestible, your clients’ call centre will not be burdened with so many calls and enquiries.
You will be able to generate new cross-selling revenues and achieve new business potential by targeting even the smaller-volume transactional niche. Effortlessly.
Conveniently, you will also increase customer awareness of other products.
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Your production environment can greatly benefit from transitioning to new ways of printing and workflow automation. With Konica Minolta solutions for TransPromo, you can improve processes, increase profitability and productivity while at the same time reduce production delays. Transaction documents can be individually tailored to grab people’s attention as soon as they open the envelope – boring bank statements and utility bills can be transformed into customised advertising content, for example.
Cater to customers’ preferences through multi-channel communication
Easily customise transaction documents and create promotional content
Intelligent interpretation of content makes you marketing campaigns effective
Offers full control of printing and paper handling features
Save time and resources with automated distribution
Streamlined operations help you improve the entire workflow
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