Combine a powerful message with the certainty of it reaching your target audience and you’ve got a customer communications powerhouse. That’s what transpromotional communications are all about. But what is transpromo? If you’re eager to find out and discover its potential, please read on.
On a daily basis, how many promotional emails do you delete from businesses and organisations you engaged with once or twice in the past? Five? Ten? It’s clear that marketing emails don’t get the traction that the businesses who send them hope they do. Too often they get lost in spam folders or they are deleted even without being opened, let alone read. The conversion ratio is quite low. Organisations who manage to get even a third of their customers to open and read their marketing emails may pat themselves on the back.
Contrarily, how many people open and read their bills? Apart from a few exceptions, everyone. That’s because transactional communications hold crucial information and thus the receiver will examine the document closely, for a longer period of time or even multiple times (when opening, when discussing, when paying …).
Check out this digital invoice from a coffee brand. Very often, paying bills is followed by putting in a new order. Isn’t this the perfect moment to suggest trying something new or draw the attention from the customer on certain products? In this case, adding another coffee taste as promotional content will certainly do the job!
This is the power of transpromo. It’s the combination of the words transactional and promotional. Transpromotional communications are the clever result of adding relevant promotions to otherwise dry transactional communications and create an ideal platform for cross- and/or up-selling. Also, because transpromotional communications make use of the transactional communications that are distributed anyway, they are extremely cost-efficient as extra costs, for example for paper, become redundant.
Furthermore, transpromo allows for a high level of individualisation. Transactional communications such as bills and insurance certificates already are unique in the sense that they hold specific content for one individual. But by virtue of data on what specific customer usually orders, how much and when, the communication can be individualised even more. Also, transpromo communications can be strategically planned and timed depending on the individual recipients’ profile. As such you can boost relevance and tune your communications to customer needs and expectations more efficiently.