Common Questions and Answers

TransPromo Questions and Answers:

What is a transactional statement?

A transactional document typically outlines an agreement, terms and conditions, and or financial obligations.   Some examples of transaction documents are information received in the mail such as 401K statements, credit card statements, mortgage statements or utility statements.

How does a transactional document differ from direct mail?

Direct mail typically contains an offer but no obligation yet exists between the buyer and the seller.

What is Transpromo? 

Integrating a promotional or educational message into a must read or transactional document.  True transpromo will use the entire transactional statement to integrate targeted, relevant, action-oriented promotions or educational messaging based on individual demographics, preferences and sales opportunities.  The result is true one to one marketing.

What’s the difference?

Most transactional documents are enclosed with pre-printed materials in a “spray and pray” marketing effort.  Many studies suggest that these generic inserts are seldom read and most likely disposed – yet the transactional document is reviewed up to 3 minutes for accuracy and then is filed.

Another twist on the transactional document is the use of variable data which can represent a spending or usage graph (e.g. energy bill).  In addition, basic customer profiling may occur in which specific customer segments will receive predefined information or promotion on the statement. Sometimes the industry will refer to this marketing as one to 1000!

Why now?

Convergence of technology, color, and the economy are creating market forces that demand new routes to market.  As commodities and big box retail continue to dilute the market, companies must find new routes to market.  Transpromo represents a way to differentiate yet increases brand and customer loyalty.

If this is such a great marketing tool then why isn’t everyone implementing this strategy?

Many retailer and grocers are implementing some aspects of transpromo today.  For example, your grocery or warehouse loyalty card will review past purchases and possibly be reflected in the type of coupons you receive in the mail.