Transpromotional

It is a compound term from the combined words of “transaction” and “promotional” and describes the adding of relevant marketing or business related messages on unrelated transaction documents like invoices, cash register receipts, and statements. Combining or piggybacking customer relationship messaging on electronic documents and bills for marketing and promotional offers results in higher click-through rates, and can boost return on investment when used with traditional email marketing.

This type of promotion added to existing transaction-related documents has a number of advantages over promotions by other channels.

Statements and invoices are a way of life for most of the population in developed societies. Not only do they contain important financial information they also require action, which means that these are opened and read consistently. Therefore, when these are sent by email, they garner higher than normal open rates because the recipient, on average, invests between one and three minutes for review.

When these promotions are added to already expected email communications, companies can easily track which messages and offers were acted upon in the greatest numbers. Email is one of the most cost effective means of engaging customers and all but eliminates the costs of printing and delivery.

Using customized messages along with transactional data can be personalized according to customer demographics, business drivers and marketing criteria and can translate into as much as a five percent increase in current customer business and will surely increase bottom-line profits.