The combination of new technologies, postal changes, and ever the more selective and knowledgeable consumers have formed the basis for efficient use of transactional documents, such as statements, invoices, and confirmations, to generate sales and long-term customer relationships.

Instead of just presenting transactional data, these documents can be part of a valuable and ongoing customer communication, and promote additional products and services. The results from personalized promotional messaging on transactional documents – TransPromo - are more attractive documents that serve to increase up- and cross-sell opportunities, thereby bringing more value both to the customer and the company.

And it makes perfect sense! As Micael Dahlén, Associate Professor at Stockholm School of Economics, points out: “Business documents represent the daily operations of the company. If companies succeed in being creative in this area, they will send a very strong message to their customers. This will result in greater financial results and improved customer relations.”

What are the benefits?

• Because 95% of transactional documents are opened and read, they provide an excellent vehicle for reaching customers with other types of messages and information. Surveys have shown that on average, a consumer will spend from 40 seconds up to three minutes reviewing an invoice.
• TransPromo communications present a way for marketers to reach a greater number of customers, with personalized messages and offers, at a lower cost. Time-to-market can be shortened since the use of pre-printed inserts will decrease and changes can be made late in the process.
• Solutions such as StreamServe that support and facilitate TransPromo communications are available. Thus, the door is wide open for companies that want to profit from what they know about their customers and create personalized customer communication with targeted marketing messages.
• TransPromo provides the ability to gain further use of transactional documents, which are already being mailed anyway. It offers an opportunity to increase the number of offers as well as their relevance to the recipient, without incurring incremental postal costs.

“If I get an envelope containing an invoice and a separate enclosure I definitely tend to throw away the enclosure right away and just look at the main document. So for me it is pretty obvious that integration is a key factor.” Jonas WE Andersson, Senior Lecturer at the University College of Arts, Crafts and Design (Konstfack) in Stockholm.