Direct Mail
Transpromo – The New Route to Revenue
For many years, companies have included promotional inserts into bills, statements and financial mailings, but the effectiveness of those inserts diminishes every year as customers often bin them immediately and only read and keep the document with their information on it.
Sometimes Simple Works
We often get overwhelmed by the need to do really fancy stuff. In some sectors, like retail and fashion, a big WOW factor is critical, as Rafi has shown us. But the key emotional factor that makes us buy something can be generated in many ways.
Halve Your Returned Mail Costs
Returned post is a huge expense for any business. A bad address not only slows delivery but results in returned mail, which is very costly – for everyone.
The cost to handle and re-mail undelivered mail has a hard cost of over $2 per item, towering over the original 60-90c it cost to print, process and mail the item! Overall, for most companies this adds around 10-15% to their annual mailing costs.
Shocking 1700% Revenue Increase
One of the most exciting personalised marketing campaigns I’ve read about is Taser International’s PURL campaign utilising personalised Print, Email and Website.
They provide us some real-world numbers of how cost-effective new PURL marketing can be compared with traditional methods of sales lead generation.
How Others Treat Your Mail
by Dean Rieck
I’ve pointed out previously that while you might spend days, even weeks, crafting a direct mail message, recipients will spend just seconds deciding whether it’s worth their attention.
Transpromo – How NOT to do it
Here’s an extract from the Rafi workshop. Here he talks about a transpromo marketing exercise by Diners in Israel. It provides us insight on how not to do it. Unfortunately, most campaigns are done this way and this amazing new technology and opportunity gets blamed for the poor results. Lesson? Don’t leave transpromo marketing entirely in the hands of your IT department ! It must be a team effort.
Better Billing with Transpromo
A concept called TransPromo is gaining popularity. It can be an important part of a business mailing strategy, particularly given the attractive economies possible. TransPromo is the 
mixing of transactional and promotional documents in a single envelope or e-bill. It is becoming a common and smart business practice for some of the largest billers in the US, Europe and Australia, including telecoms, utilities, health care organizations, financial institutions and banks.
All advice and opinions here are offered freely on a no-liability basis.
