Ralf Schlozer - Enhancing your TransPromo Strategy

© 2010 InfoTrends, Inc. www.infotrends.com

Enhancing you Transpromo Strategy

Ralf SchlözerDirector On Demand Printing & Publishing Europe

28.10.2010

2 © 2010 InfoTrends, Inc. www.infotrends.com

The Transaction Output Market

• The transaction output industry is undergoing significant change today

Sustained focus on cost-reduction

Increased focus on shorter document length

Growing interest in electronic document delivery

Growing interest in improved customer communications and full-color document output

• As a result, “TransPromo” communications are gaining traction in global markets


How InfoTrends Defines TransPromo

• TransPromo is the inclusion of non-mission critical messaging on the face of a transaction document

• While the definition suggests promotional messaging (Transaction + Promotion = TransPromo), the term encompasses all types of messaging

promotional, educational, informational, or a notification

• TransPromo does not require color, nor does it require print – it is prevalent in monochrome printing environments as well as in electronic presentment


Implementation Levels Vary Significantly

• Basic TransPromo

Adding value to a transaction document using static messaging

Cross-selling and up-selling internal products and services only

• Advanced TransPromo

Sophisticated trigger-based targeted (personalized) messaging

Targeted third party advertising that subsidizes the cost of the mailing

Images care of Broadview Networks and Humana


InfoTrends’ Commitment to Transaction Output Research

The Internet and Future of Transaction Documents

The Future of Mail and Transaction Documents

The Future of Mail and Transaction Documents

Trans Meets Promo… Is It More Than Market Hype?

Trans Meets Promo: A European Perspective

1997

2003

2006

2008

2009


TransPromo Data from Around the Globe

• InfoTrends has conducted TransPromo research in Australia, Belgium, Canada, France, Germany, Italy, Sweden, the United Kingdom, and the United States

• The following consumer data confirms the importance of the transaction document – in both print and electronic forms

• Corporations need to understand the importance of this communication channel


Number of Transaction Documents Received Per Month

Australia Belgium Canada France Germany Italy Sweden United Kingdom

United States

0

2

4

6

8

10

12

4.75.9 6

5 4.94

6.45.3

7.7

2.3 2.3

2.33.5

2.5

3.2

2.8

3.6

Transaction Documents Received via the InternetTransaction Documents Received via Mail

N/A*

*Did not ask in Australia

Source: TransPromo Trends & Sizing Insight in Australia, Private Client Research, InfoTrends, June 2010

Source: Trans Meets Promo…Is It More Than Market Hype?, InfoTrends, August 2008Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009

N = 1,059 424 313 413 403 401 400 419 754 Consumers


Number of Transaction Documents Received Per Month

Australia Belgium Canada France Germany Italy Sweden United Kingdom

United States

0

2

4

6

8

10

12

4.75.9 6

5 4.94

6.45.3

7.7

2.3 2.3

2.33.5

2.5

3.2

2.8

3.6

Transaction Documents Received via the InternetTransaction Documents Received via Mail

N = 1,059 424 313 413 403 401 400 419 754 Consumers

N/A*

*Did not ask in Australia




35.4%

98.5%

28.6%

54.2%

68.2%

98.4%

98.7%

29.6%

26.9%

48.4%

53.4%

77.9%

95.3%

96.3%

73.5%

51.0%

97.1%

21.8%

47.3%

79.7%

72.2%

26.3%

73.1%

0% 100%

Unaddressed mail fromunfamiliar businesses

Credit card offers

Addressed mail fromunfamiliar businesses

Promotional inserts includedwith bills & statements

Catalogues

Coupon packs

Statements

Bills

North America (N = 1,067)

Western Europe (N = 2,460)

Australia (N = 1,059)

Mail Open Rates



N/A: Did not ask in Australia


Mail Open Rates



N/A: Did not ask in Australia

35.4%

98.5%

28.6%

54.2%

68.2%

98.4%

98.7%

29.6%

26.9%

48.4%

53.4%

77.9%

95.3%

96.3%

73.5%

51.0%

97.1%

21.8%

47.3%

79.7%

72.2%

26.3%

73.1%

0% 100%

Unaddressed mail fromunfamiliar businesses

Credit card offers

Addressed mail fromunfamiliar businesses

Promotional inserts includedwith bills & statements

Catalogues

Coupon packs

Statements

Bills

North America (N = 1,067)

Western Europe (N = 2,460)

Australia (N = 1,059)


Time Spent Reviewing Bills and Statements: Mail

Australia Belgium Canada France Germany Italy Sweden UnitedKingdom

UnitedStates

0

1

2

3

4

5

3.143.36

3.55

4.04

4.87

3.26

3.68 3.58 3.64

Tim

e S

pe

nt

Re

vie

win

g (

Min

ute

s)



N = 1,059 424 313 413 403 401 400 419 754 Consumers


Time Spent Reviewing Bills and Statements: Mail


UnitedStates

0

1

2

3

4

5

3.143.36

3.55

4.04

4.87

3.26

3.68 3.58 3.64

Tim

e S

pe

nt

Re

vie

win

g (

Min

ute

s)



N = 1,059 424 313 413 403 401 400 419 754 Consumers


Time Spent Reviewing Bills and Statements: Mail + Online


UnitedStates

0

1

2

3

4

5

3.143.36

3.55

4.04

4.87

3.26

3.68 3.58 3.64

2.89

2.47

3.06

4.12

3.06 3.14

2.83

Mail

Online

Tim

e S

pe

nt

Re

vie

win

g (

Min

ute

s)



N/A* N/A*

*Did not ask

N = 1,059 424 313 413 403 401 400 419 754 Consumers


Bill and Statement Providers Moving Customers Online


TransPromo Also Exists Online!

Transactional information

“View Activity” button allows for more

“promotional” space

Account number

Expanding the role of the transaction document:“Your statement, news,

and offers”

Personalization

Cross-selling products: “Join Delta Sky Miles”

Partner advertising

“View More” Offers

Your “Gateway” to Other Delta Web pages


Market Opportunity for Vendors and Service Providers

• In print:

Move from black & white to full color (increases workflow efficiency)

Increasing the value of the printed bill or statement (TransPromo)

• Online:

New document delivery needs (secure portal, data hosting, etc.)

Increasing the value of the online bill or statement (TransPromo)

• Both:

Document redesign (including creative and consulting services)

Often a need for new document composition tools


Conclusions and Recommendations

• Bills and statements get through the mail – just because companies are moving to electronic delivery does not mean that it optimizes the communication opportunity

• Consumers spend substantial time reading and reviewing bills received via mail and online

• Bill and statement providers who choose online delivery should still focus on “value-add” – the concept of TransPromo exists online!

• TransPromo meets both business operational and marketing objectives

• With education on the benefits, TransPromo presents a substantial business opportunity


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Ralf Schlozer - Enhancing your TransPromo Strategy