At the most basic level, it is a process by which data is analyzed http://www.whitespacemessaging.com/2009/12/21/what-is-transpromo-and-why-should-i-care/]]> Generally speaking, TransPromo communication means placing messaging on transactional documents (invoices, statements and the like).  And you should care because it is an effective and economical way to deliver your messages to the right person at the right time, the right way.

At the most basic level, it is a process by which data is analyzed and then used to create personalized, relevant messaging to be placed on outbound transactional documents.  Simple right?  In theory perhaps, but in reality, when done right,  it is like a well choreographed Broadway Show.  This type of marketing campaign is not the kind of work that allows for cookie-cutter, one-size-fits-all solutions.  There is no way to simplify and standardize this type of service as every company’s goals, resources and applications will differ.   Further, each program’s requirements will vary and the design, messaging and even legal mandates will change depending on your customer’s vertical market and strategic communications goals.  Perhaps an example might help illustrate the point.  A bank’s legally required messaging might drive their document design whereas a local magazine publisher, will have far fewer legal constraints relative to content and formatting.  However, both can use this type of messaging as an opportunity to up-sell (extend your subscription for a year and get 10% off) and cross-sell (if you like our Savings Account, you might also want  talk to us about a Home Loan).  And you can do so much more than just selling.  Customer retention, customer satisfaction and reduction of costs are just some of the benefits we will look at in future posts.  For now, just remember with TransPromo messaging , each message is different, each message is personalized, and each message is relevant to the specific recipient (at least that is how it is supposed to work).

Thus, in order to get this right, most companies would have to assemble an entire team to analyze the data, determine the messaging strategy, design the piece, execute the production and then continue to update the messaging so that it is consistently fresh and relevant to the recipient.  But the results are worth the effort.

Check back soon form more on this topic, or subscribe to the feed.  We are cooking with gas here folks and you do not want to miss a single morsel of information!  Thanks for taking the time to visit.  I hope you will leave some comments about your thoughts on personalized marketing or any other communication issue that interests you.

Do Good Things!

John