Why add marketing messages to transactional communications?
The fact is, transactional documents such as statements receive more attention than any other type of mailed communication. Our own research reveals that European consumers spend an average of just over three-and-a-half minutes reading their monthly printed bank statement, compared to just under two minutes reading a piece of direct mail that is targeted towards them. So by including marketing messages on or with documents that already gain the consumers full attention, marketers can increase the exposure given to offers. Of course, transactional documents are not limited to bank statements. There are a number of other communication types that businesses regularly dispatch and which could all act as a vehicle for marketing messages. Examples include booking or sale confirmations, invoices, reminder notices, regulatory communications, contracts, quotations, guarantees and more. Transpromo messaging should not replace direct marketing activity. Rather, it should be seen as an opportunity
