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There's been a lot of buzz surrounding an emerging concept called "TransPromo." TransPromo provides an opportunity to blend marketing messages or solicitations with those must-read transaction documents, including statements, invoices, confirmations, benefits explanations, and other notifications to influence behavior and ultimately drive business volume. Marketers and print service providers need to focus on the breadth of TransPromo documents in today's market, and develop the strategies to effectively leverage this communications medium.

A transaction document is the supporting proof of the relationship between customer and supplier. The 2006 USPS Household Diary Study defined transaction mail as bills, statements, payments, donations, rebates, notifications, and orders sent and received by households. Transactions sent and received account for 25 percent of all household mail volumes, and 58 percent of household First-Class Mail—they are a critical part of the mail stream.

I queried a number of data service bureaus and print service providers to gain their perspectives on the role of transaction documents in the world of marketing today, and they are beginning to recognize that TransPromo offers more than the ability to place a marketing blurb on a statement. TransPromo is also an opportunity to re-engage a known customer in a dialogue based on past services and products purchased, or to extend a relationship and affiliation with an organization. TransPromo communications are designed to meet a variety of marketing and operational objectives, including:

• Building loyalty and trust
• Cross-selling products and services
• Educating the recipient about the comp- any, its products and services, or other important issues
• Improving cash flow by focusing attention on key account information
• Reducing costs associated with direct marketing and call centers, including the migration of a portion of the relationship to the Web
• Reinforcing the brand
• Retaining clients, or reactivating dormant relationships

The key value is the fact that TransPromo is directed at a known customer. There is an implied "opt-in" relationship based on an existing account, past purchases of products or services, or membership in an organization or existing loyalty program. When the recipient receives the mailing, it is from a trusted source, and is highly likely to be opened and read.

More than Statements

When commercial printers look at the broader definition of TransPromo, there is tremendous opportunity in the market. TransPromo is more than just a statement. There are a number of instances where doing business on a sustained basis is a good indicator that you have opted into a relationship. These opt-in relationships with your doctor, dentist, hairdresser, or barber offer a tremendous marketing opportunity for the service supplier, as well as their business partners. What's more, individuals are members of clubs and organizations ranging from the local church, an Elks Club, or a business association. These are all relationships where there will be exchanges of information and money, or "transpromotional communications."

Your local veterinarian is a perfect example. The veterinary office wants to work with clients to establish a wellness strategy that leads to long-term client relationships. Research indicates that a lack of effective marketing generates up to $2 million in unrealized annual revenues for the existing client base within a typical two-vet practice. Based on an analysis of the situation, creative marketers have developed automated, personalized communications campaigns to remind pet owners about vaccinations and annual check-ups, but these communications can also promote special services and provide educational information.

Surveys indicate that 80 percent of pet-owning households consider their pets to be full-fledged members of their families. They are willing to expend funds on health care for their pets if they understand the importance of that care. Veterinarians need to send "transpromotional reminders" to keep pet owners engaged and informed.

In this example, rather than just dropping the reminder card in the mail, vets are adding value through editorial publishing partners. Their clients receive a different pet publication based on whether they have a dog or cat, what type of dog they have (large versus small), and the age of their pet. The cost to the vet for these custom publications is a mere $.51 (mailed) because advertisers have subsidized it with ads and coupons targeted toward the needs of the specific pet owner.