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What's this new buzzword "TransPromo" all about? The term is heard more and more frequently in industry circles today, at conferences, tradeshows—even in boardrooms.

So just what is TransPromo?

In plain English, it is the effective combination of regular bills and statements and targeted marketing material using techniques like color, segmentation, and personalization.

ROI is the key driver for the success of TransPromo. Organizations face increased budgetary constraints, staffing issues, and both boardroom and investor demands for favorable quarterly returns. Business is focused on cost more than ever before, both on containment and measurement.

Leading-edge enterprises have been successfully, and quietly, achieving significant ROI on marketing spend using multiple tactics, including the elimination of additional inserts from statement envelopes, replacing them with a more sustainable option: onserts.

An onsert is the placement of colorful, targeted promotional materials, such as an offer-of-the-month, on the white space directly on a statement, meaning extra inserts are no longer required.

In some cases, onserts can reduce other production costs, serving as a revenue generator. Suppose you are a hotel chain or a retail department store, and you have extra white space available on your statement. Why not utilize that space by selling a non-competitive offer such as an Amazon book offer, rental car discount coupon, or florist 1-800 offer? The income generated could likely offset 10-25 percent of the mailing you were going to produce and fund anyway.

Zoomerang recently conducted a survey of 1,000 18-35-year-olds for InfoPrint Solutions Company, to better understand how they believe marketers are speaking to them. Some 64 percent of respondents said they would use personalized coupons if printed directly onto monthly statements and bills, with nearly half responding these would actually encourage brand loyalty.

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Sandra is VP, Strategic Business Development and Transformation, responsible for strategic planning for InfoPrint Solutions Company, a joint venture between IBM and Ricoh specializing in digital output production.
Mark is the Direct Marketing Practice Leader for InfoPrint Solutions Company, a joint venture between IBM and Ricoh specializing in digital output production.