http://www.transpromo-live.com/2009/09/20/results-are-in-electronic-delivery-vs-traditional-mail/ Impactful Marketing Drives Customer Loyalty Tue, 08 Jun 2010 13:30:40 -0700 hourly 1 http://wordpress.org/?v=3.0 http://www.transpromo-live.com/2009/09/20/results-are-in-electronic-delivery-vs-traditional-mail/comment-page-1/#comment-268 James Shannd edp, TriPartum Wed, 23 Sep 2009 06:53:35 +0000 http://www.transpromo-live.com/?p=425#comment-268 The results of this survey come as no surprise and reflect similar surveys carried out in the UK. If you take a look at the various utility companies and financial institutions promoting the conversion to electronic bill presentment it is easy to see they are all pushing the environmental button with cost savings to them the provider. Few organisations have offered a compelling incentive to the customer or really appreciated the ‘real value’ that can be obtained from physical mail. The greatest opportunity from physical mail is the ability to appeal to our sense of emotion. Receiving a physical birthday card has a greater emotional impact than an e-card because the processes has involved the individual making the effort and take the time to go to the shops; make a choice of an appropriate image and text; hand over money; handwrite a personal message; and time the delivery for the door drop. It is a real thought process ending in a three dimensional exchange with feeling. Effective use of TransPromo communications can appeal to the ‘emotional’ aspects even when the bill or statement is perceived to be bad news as it involves the collection of money. Successful engagement with the customer via the must-read document channel can appeal to the emotional senses and therefore start to change the perception. Clearly the messages need to be relevant, timely and appropriate to the individual. Today’s digital technology provides the marketers with a degree of flexibility for the physical communication channel that they have never had before unfortunately many still have not realised and understood the opportunity and integrated this as part of the overall customer communications channel. Switching to TransPromo style communication can be more environmentally effective, especially when you consider how many of us still complete the e-communication process by printing the document at a desk-top device but do not appreciate the real cost of doing this or the overall environmental impact. The results of this survey come as no surprise and reflect similar surveys carried out in the UK. If you take a look at the various utility companies and financial institutions promoting the conversion to electronic bill presentment it is easy to see they are all pushing the environmental button with cost savings to them the provider. Few organisations have offered a compelling incentive to the customer or really appreciated the ‘real value’ that can be obtained from physical mail. The greatest opportunity from physical mail is the ability to appeal to our sense of emotion. Receiving a physical birthday card has a greater emotional impact than an e-card because the processes has involved the individual making the effort and take the time to go to the shops; make a choice of an appropriate image and text; hand over money; handwrite a personal message; and time the delivery for the door drop. It is a real thought process ending in a three dimensional exchange with feeling.
Effective use of TransPromo communications can appeal to the ‘emotional’ aspects even when the bill or statement is perceived to be bad news as it involves the collection of money. Successful engagement with the customer via the must-read document channel can appeal to the emotional senses and therefore start to change the perception. Clearly the messages need to be relevant, timely and appropriate to the individual. Today’s digital technology provides the marketers with a degree of flexibility for the physical communication channel that they have never had before unfortunately many still have not realised and understood the opportunity and integrated this as part of the overall customer communications channel. Switching to TransPromo style communication can be more environmentally effective, especially when you consider how many of us still complete the e-communication process by printing the document at a desk-top device but do not appreciate the real cost of doing this or the overall environmental impact.

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