Capitalizing on transactional documents

Share this content:
Jennifer Loder, CSG International
Jennifer Loder, CSG International

This year the average consumer will see or hear more than one million marketing messages—that's almost 3,000 per day. But what happens when messages are sent within a printed business document? You may be surprised to know that they get read.

According to research from Pitney Bowes, printed bills garner more of the consumer's time than other channels, even when compared to the same content in electronic format. In other words, despite the advent of e-billing, most likely your utility bill or bank statement is read more often in print.

Given the choice, consumers prefer receiving information about new products and services via postal mail—yet only 23% of statements carry advertising or personalized cross-selling messages. Here are four tips to adding marketing messages to billing statements:

1. Design matters. Consistent placement of information enables customers to easily locate promotional and new product announcements. Consider using columns to encourage multiple reading paths and be sure to consolidate and isolate billing, marketing, and administrative information. The goal of any statement redesign is to reduce confusion and eliminate clutter.

2. Know your audience. Be sure to personalize content to deliver maximum relevance to each customer. This kind of approach encourages broad customer relationships and demonstrates commitment to addressing client needs.

3. Think in color. Color guides readers to important message points, incites response, and maximizes visibility. With color, your documents will call for attention and drive effective messaging to instill loyalty and retention, improve bill clarity, reduce call center traffic, and strengthen overall brand image.

4. Think outside the box. What other promotional materials could you include in the mailing of a printed statement? Add-on messages via custom envelopes, inserts, and ad pages further enhance the opportunity for your messages to be read. According to InfoTrends, 95% of all transaction-related communications are opened and read each month—higher than any other form of communication.

More Plug-ins: Printing & Production:

close

Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above