The Untapped Marketing Potential of Transactional Mail

(2 minute read)

Transactional mail involves communication sent to facilitate a transaction between the sender and the recipient. Bills, invoices, statements, proxies, annual reports, certifications, and memberships are all considered transactional mail. Typically, transactional mail contains information a recipient wants or needs to receive, and as a result they have an exceedingly high open and read-through rate of at least 95%.

With these high open and read-through rates, the marketing potential of transactional mail offers some incredibly unique opportunities to incorporate brand messaging and personalized offers. “There are so many ways we can restructure transactional direct mail pieces to do more work for a brand, finding ways to seamlessly incorporate personalized marketing and calls to action.”, says John Leonard, V.P. Sales and Marketing, Cover-All Business Communication Management.

Organizations collect a wealth of information about their customers giving them the ability to develop personalized messaging. Introduction of new products, promotions, and other brand related information when consumers are already engaged with your brand increases the likelihood that your messages will be received, making your transactional mail go from a cost centre to a potential revenue generator. With over 88% of consumers who say they prefer paper versions of transactional mail, this provides you with a significant opportunity to make your transactional mail work harder for your organization.

“Robust data programming can also help to customize your transactional mail programs to modify your messaging based on identified criteria which can help create a personal conversation with your customers based on their specific needs”, says Leonard. Data programming can identify historical consumer behaviour patterns, apply calculations to show future values, and create customized and relevant content for your recipients. It is a great way to promote new product offerings that target specific groups of consumers. Multiple marketing initiatives can run seamlessly and simultaneously through existing transactional mail programs with the help of programming designed to identify personal preferences and purchase patterns and trigger personalized messages designed to increase consumer engagement.

Capitalizing on opportunities to present your brand at the right place at the right time with the right messaging through transactional mail can help to solidify your relationship and increase revenue.

John Leonard is V.P., Sales & Marketing for Cover-All Business Communication Management. He works with his team and clients to develop relevant and effective communications by using data and technology. Contact Cover-All Business Communication Management to find out more at (416) 752-8100.

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