Why should you care about transpromotional marketing?

7th January 2015 Direct Mail

Does your business send transactional mail like invoices, statements or membership updates? Most businesses send these on a regular, if not daily basis to the majority of their client base. Well did you know that you’re wasting a free marketing opportunity?

 

Transpromotional marketing or transpromo for short, is a term used for transactional mail that also carries a promotional message. This can be anything from a graphic at the top of an invoice or a coupon at the bottom of a reminder letter.

 

This form of advertising has a unique set of advantages over other advertising mediums like;

 

1.   Transpromo messages have a high readability rate. 83% of people open and read their mail right away when it is non-promotional or appears to be a statement or invoice.

 

2.   Transpromo marketing is basically free. As the promotional message is combined with something that is already being sent, there is virtually no extra cost.

 

3.   You have the ability to tailor your promotional message and cross sell other products. This is made possible because you already know exactly whom you are sending an invoice to and what that customer has recently bought.

 

4.   Messages can be personalized and in full colour on the actual mail piece or on the envelope that contains it.

 

Physical mail is still the preferred way that customers want to receive important information. This is because physical mail is perceived, as coming from a reputable source, is safe and confidential. This perception is even true with Gen Y with a study showing they are more likely to read through physical mail than email.

 

Why not add a little something extra? By adding colour messages to the outside of an envelope, you can get your messages opened more often. A study showed that by adding a colour headline or graphic to an envelope increases the open-ability rate by 69% compared to the same envelope with no headline or graphics.

 

By implementing transpromotional mailing into your marketing strategy, you will be able to communicate with your customer base more frequently, more efficiently and with out hurting your advertising budget.

 

If you would like to know more about colour envelope printing, please visit the services page on our website – www.quickmail.com.au or call us for free advice on 08 9493 0477.

 

 

*Study source Leflein Associates. “Envelope Open-Ability Study.” Feb – March 2010