Over the last two to three years, there has been much discussion among industry pundits about transpromotional (TransPromo) printing, or printing of targeted promotional/educational messages on transactional documents such as statements, bills, notifications, etc. Some consider it a brand-new application; others would say it is not really new at all, but just taking the time-tested use of inserts and statement stuffers to a different level. 

The bigger picture that TransPromo offers, however, is the ability for companies to step back and re-examine their entire customer communications strategy.  What are all of the customer touch points, how effective is each, and are there ways to improve the customer experience through an integrated customer communications approach that could include TransPromo?  Companies are already spending significant dollars on the production and distribution of transactional documents, most of which are a representation in some way, shape or form of the customer relationship, and many of which are required to maintain regulatory compliance.  Although inserts or statement stuffers have been used for years and often represent some sort of revenue stream, there is a limit to the targeting capability offered by this approach, and its waning effectiveness often means that statements are opened over the round file, with those inserts allowed to flutter right in without being read.  That’s what I do!  By printing important operational or educational messages, or targeted promotional messages right on the statement itself, these messages are more likely to be noticed or acted upon, or at least so the theory goes.

Like many new approaches, companies who have tried it are often loathe to reveal specific results—they believe what they are doing to be a competitive advantage and would just as soon keep the successes to themselves. While this is understandable, it does tend to slow market growth.  Companies are often looking for undeniable proof that it works before they are willing to make the necessary investments.