|
TransPromo Your Mailing - Green marketing
For over 30 years invoices and statements have changed very much, retaining
their general appearance: black print, columns of numbers and a bill at the
bottom. But that’s all starting to change.
With the rising cost of postage and production, many companies are beginning to
combine promotional materials with must-send/must-read documents like bills,
statements and invoices.
Recent studies have shown that, on average, a consumer will spend 42 seconds
reviewing a bill. That’s 42 seconds you’ve got to grab a customer’s attention.
That’s why marketing departments nationwide are starting to claim the unused
“white space” on these documents for self-promotion; transforming communications
into ongoing customer dialogues. Use of transpromotional documents is not just
about increasing sales of a product or service, it can be used to spread
information and help customers understand an offering or new product feature. It
can also be used to generate cross-sell/up-sell opportunities or adopt a trail
period of usage (e.g. a no obligation 14-day trial period)
Options for experimenting with transpromotional documents range from using
variable print technology in-house to digitally overprint the document in black,
to full outsourcing solutions where the documents are produced using digital
color printing.Here are 9 other steps you can implement to green
your mailings – reducing waste, while improving deliverability,
effectiveness and response.
|
