Your Brand – Your Message – Your Customer
Transactional promotional direct mail combines unique and personalized messaging with invoices, statements, or other mission-critical communications. Imagine being able to speak directly to your customers with content that’s relevant to their needs and preferences. That’s exactly what you can do with this type of mailing.
What Is Transactional Promotional Direct Mail?
A transactional promotional direct mail piece has two specific components. First, there’s the transactional part, which describes customer communications that have regulatory obligations. They may contain PII (personally identifiable information), PHI (protected health information), or other confidential content.
The promotional part is the ability to use dynamic printing to tailor messaging on each invoice, statement, or letter. With this capability, you do not need inserts, which are costly and mostly ignored.
By merging both of these, organizations can reduce costs and boost engagement.
White Paper Rolls In; Your Customized Communications Out
So, how does all this work? The White Paper Factory operating environment creates the framework. In this commercial printing workflow, operators feed large rolls of white paper into inkjet printers. Every page within the job run prints at once. There’s minimal waste with this approach.
Dynamic printing ensures that each letter receives the messaging you’ve decided is most applicable to each recipient. It’s highly efficient and automated, and eliminates the need for changeouts or stock templates.
Amplify with Style
The finished communications amplify your brand and deliver both transactional and promotional content to customers. These printings are in full color, matching your company’s look and feel.
What Kind of Messaging Can You Include with Transactional Promotional Direct Mail?
The dynamic content presented to each customer is customizable. The most common messaging includes:
- Upselling like add-ons to current services
- Cross-selling for any product that a customer does not have that you offer
- Promotions related to specific options or incentives
- Rate or program comparisons
- Information about loyalty programs, leaving reviews, or referrals
Whatever marketing messages you want to present to your recipients is possible. Doing so in a tailored way increases engagement and results. Personalization is now an expectation, with 79% of people expecting it. It’s also good for business. Those companies that use it effectively also see exceptional results in terms of customer engagement, loyalty, and revenue growth.
Customer Engagement and More Benefits
In terms of open rates, customer engagement, relevance, and return on investment, transactional promotional mail exceeds other channels. It’s a low-cost way to target people in a very personalized way. As a result, you can see a lift in all these areas from transactional promotional mail:
Openability
Recipients are much more likely to open invoices and statements. It happens 95% of the time. That’s a far greater number than other types of direct response methods.
Engagement
Bills and statements receive more attention than any other form of communication, including ads on TV. As a result, marketing content integrated into these types of emails and documents has a higher conversion rate. The average customer invests between one and three minutes for statement review.
You have an opportunity to differentiate your business with personalization. Only 16% of brands do this well, so you can really set yourself apart from others.
Relevance
Consumers prefer personalized content, as indicated by the 73% who expect it. Conversely, 71% of customers feel frustrated by irrelevant promotions. When your messaging doesn’t resonate, recipients ignore it, with 81% completely disengaging.
Statement-based marketing enables you to target based on individual customer data you’ve collected. You can segment in many different ways, such as:
- By products or services they have or do not have
- Demographics
- Geography
- Churn indicators (If you track the potential for churn, specialized messaging could prompt people to stay)
- Interests and preferences
- Other marketing criteria or business drivers
In the same way that you segment email marketing lists, you can do the same with transaction promotional direct mail.
ROI
Transactional promotional mail is cost-effective because it combines two types of communication into one. More importantly, it can generate revenue. Research states that customer personalization can yield a 10-15% revenue increase.
As you look for ways to retain and upsell current customers, the consistent delivery of relevant messaging works!
Partner with PCI Group for Transactional Promotional Direct Mail
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