Comments on: The Relevance of Information http://thedigitalnirvana.com/2008/09/transpromo-information-relevance Transpromo, Short-Run Book Publishing, Inkjet and other Printing Industry Issues Thu, 04 Mar 2010 15:41:11 +0000 http://wordpress.org/?v=2.9.1 hourly 1 By: Mark Pivon http://thedigitalnirvana.com/2008/09/transpromo-information-relevance/comment-page-1#comment-110 Mark Pivon Wed, 10 Sep 2008 07:45:27 +0000 http://thedigitalnirvana.com/?p=101#comment-110 Transpromo is different because it is something that the recipient MUST read: it's a bill, and the content is heavily scrutinized. At the very least, transpromo softens the blow when you get a bill and see the final amount owing. I remember I used to have a cell phone company include a coupon for a free admission to a movie theater every month - ironically, I would open the bill just because I knew I was getting a coupon! I love the personalization thing. I have been working on a project for licensed purl software that delivers personalized URLS and personalized landing pages. Perhaps you or your readers would be interested in giving it a try! It's a free download: http://www.DynamicURLS.com Code in unencrypted, so I'd be very interested in any feedback anyone might have for the program! Genuinely not trying to create link spam here so forgive me if it seems that way. Really looking for feedback. Transpromo is different because it is something that the recipient MUST read: it’s a bill, and the content is heavily scrutinized. At the very least, transpromo softens the blow when you get a bill and see the final amount owing. I remember I used to have a cell phone company include a coupon for a free admission to a movie theater every month – ironically, I would open the bill just because I knew I was getting a coupon!

I love the personalization thing. I have been working on a project for licensed purl software that delivers personalized URLS and personalized landing pages. Perhaps you or your readers would be interested in giving it a try! It’s a free download:

http://www.DynamicURLS.com

Code in unencrypted, so I’d be very interested in any feedback anyone might have for the program! Genuinely not trying to create link spam here so forgive me if it seems that way. Really looking for feedback.

]]> By: Michael Josefowicz http://thedigitalnirvana.com/2008/09/transpromo-information-relevance/comment-page-1#comment-104 Michael Josefowicz Sat, 06 Sep 2008 18:38:55 +0000 http://thedigitalnirvana.com/?p=101#comment-104 Skip and Justin, Good points. Just want to add two cents.. I found the following over at TranspromoLive. "When the customer starts noticing their bills now include promotions and upgrades, they will expect each statement to try to sell them something. the whole point of transpromo is delivering targeted and timely promotions to the customer to show an understanding of their needs." (here's the link to the full post at http://www.transpromo-live.com/?p=49 ) What I get from that is the customer doesn't want to know that the company "cares about them". Nobody is going to believe that. But they do value if you know who they are and understand what they need and can show them, not tell them. Skip and Justin,
Good points.
Just want to add two cents.. I found the following over at TranspromoLive.

“When the customer starts noticing their bills now include promotions and upgrades, they will expect each statement to try to sell them something. the whole point of transpromo is delivering targeted and timely promotions to the customer to show an understanding of their needs.”

(here’s the link to the full post at http://www.transpromo-live.com/?p=49 )

What I get from that is the customer doesn’t want to know that the company “cares about them”. Nobody is going to believe that. But they do value if you know who they are and understand what they need and can show them, not tell them.

]]> By: Justin Garten http://thedigitalnirvana.com/2008/09/transpromo-information-relevance/comment-page-1#comment-103 Justin Garten Sat, 06 Sep 2008 17:32:53 +0000 http://thedigitalnirvana.com/?p=101#comment-103 Relevance is too often treated as something that we can only incorporate with a lot more data and modeling. But as with your birthday example, most companies already have enough information to make an order of magnitude leap in this area without even going beyond the most basic info. Once we think of campaigns less as single events and more as rules that apply to customer events and conditions, the rest follows naturally. Relevance is too often treated as something that we can only incorporate with a lot more data and modeling. But as with your birthday example, most companies already have enough information to make an order of magnitude leap in this area without even going beyond the most basic info. Once we think of campaigns less as single events and more as rules that apply to customer events and conditions, the rest follows naturally.

]]>