Join Trish Witkowski for an in-depth discussion in this video Transpromo, part of Learning Direct Mail Strategy.
…Transpromo, or transpromotional communications, is the…merging of marketing content with transactional mail.…Transactional mail would be your billing statements and invoices.…Get this, 95% of consumers open transactional…documents when they get them in the mail.…And, on average, consumers spend two…to three minutes reviewing transactional communications.…Considering that unsolicited marketing materials have only…about five to seven seconds to capture…the attention from the recipient, there's tremendous…opportunity to fill the valuable white space left…on a bill or invoice with a marketing…message, or educational material, or a special offer.…
Here's an example.…If you look here, you can see that all the billing material is in the center,…and in the upper right is a colorful…chart, and at the bottom is a promotional offer.…If you've ever received a bill or invoice with…a colorful graphic sidebar, or charts and graphs, or coupons,…you've experienced transpromo.…Formats for this category of mail tend to be fairly…
- Defining the mailing list
- Keeping your mailing list up to date
- Creating the offer
- Formatting strategies
- Using special packaging like varnishes, stamps, and stickers
- Leveraging technology, such as variable data printing
- Adding an Intelligent Mail barcode
- Green mail strategies
- Tracking and measuring results from your direct mail campaign
Skill Level Beginner
Building an Integrated Online Marketing Planwith Matt Bailey3h 7m Intermediate
Learning Print Production (2012)with Claudia McCue4h 27m Beginner
Print Production: Spot Colors and Varnishwith Claudia McCue1h 58m Intermediate
1. The Audience
2. The Message
3. The Format
5. Leveraging Technology with Mail
6. The Environmental Argument
Green mail strategies4m 51s
7. Testing, Tracking, and Measurement
Next steps1m 36s
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