A few weeks ago Heidi Tolliver-Nigro pondered what coattails are marketing messages riding. Citing a InfoTrends study that found 63% of customers prefer promotional pieces over purely transactional documents Heidi asked, “I mean, another way to put this is that, if you’re talking about transpromo credit card statements, for example, and if credit card statements irritate people (which they do), you’re hoping that your marketing message catches the coattails of something that people fundamentally don’t like and that irritates them.”
In the comments Michael Josefowicz provided his take saying, Maybe one way out is to consider the frame of mind of the person who is getting the credit card bill. For example, if the person runs a large balance at golf stores and pays on time, it might be a good moment to present some ads for a high end golf clubs from an exclusive outlet. The neat thing about a credit card statement is that by analyzing the content of the statement you can get a pretty good idea of the mindset – at that moment – of the “eyeballs.”
Today at OutputLinks Denise Davert takes a look at going beyond the monthly statement:
There are transactional documents, and there are documents that represent a transaction. The former is the document that gets all the hype, such as the traditional billing statement that arrives each month from your bank, wireless provider, or credit card company. The second category, equally useful in cross-selling and building customer loyalty, includes individual or small-batch documents such as late-fee letters, overdraft notices, and confirmation letters. Some of these are not the most popular envelopes in the mailbox. Nevertheless, these documents can be a way to connect with the customer in a positive way even while they deliver what may be an unpopular message.
There is opportunity in Transpromo if you have the right data and good marketing. So the next question is, what is the right data?