Transpromo – Make First Impressions Count!

Including promotional messaging on transactional documents has great potential because the customer expects (and needs) the transactional portion of the content, i.e. their statement or bill, making it highly likely they’ll open rather than shred the envelope. 

I say the mailings are potentially valuable because --- like with anything --- it all comes down to implementation. A great idea with poor execution is --- well not even a good idea.  If you’re just starting out with transpromo then please be aware that the first transpromotional document your customer receives from you is going to redefine your relationship. 

Put yourself in your customers’ shoes.  

They’ve been receiving the same document on about the same day of the month, possibly for years. You are about to shake them up a bit so be careful that it’s a positive change and don’t go overboard. Here are some ideas to consider as you move forward: 

Don’t Over-Promo

The possibilities afforded by variable data printing are vast. Now an entire document can be formatted dynamically with a combination of data and business rules. Being able to include dynamic color, graphics, and messaging can be really tempting (especially to us marketing types) but don’t over do it. Any change you make to their document, no matter how minor you feel it is, will be considered major to the customer. Placing the original document next to the new proposed design can be a good test. 

Make Sure the Mailing is Recognizable

One mistake is redesigning the envelope to take on a more promotional style. If the customer is expecting their monthly statement, then keep the exterior of the mailing the same so they don’t accidentally toss it. We all receive multiple mailings from our financial institutions, communication providers, and other companies. Make sure the envelope that contains the bill has a style that easily sets it apart. In short, if it’s not broken, don’t fix it. There will be plenty of time down the road to give the envelope a face lift. 

Separate the Trans and the Promo

Remember you’re still combining two different types of mailings. Try to make each one easy to read and sort independently of the other. Many customers retain and file these documents so if you have a promotional offer that requires they visit a website, make a phone call, or send something by mail then make sure those instructions and the offer itself don’t end up in their metal filing cabinet down in the basement!

Push the Envelope on Promo

Variable data publishing allows you to create a fully personalized document for each recipient so push for the most relevant message possible. Data from an unlimited number of sources and formats can be used along with those business rules so step one is to identify the data sources. Work with your IT group, marketing team, and others to figure out what types of data are available to help customize the messaging and then get creative with how business rules/conditional logic can be used to deliver relevant offers and information.

You never get a second chance to make a first impression!