B2B companies embracing transpromo, says report

A report by Pitney Bowes has shown that the use of transpromo - the practice of adding marketing messages to bills and statements - is being used as a marketing tool by business-to-business companies.

The survey was conducted among companies in the UK, France, Germany and the US in March 2010; 1,000 business-to-business (B2B) companies were surveyed in each country.

An average of 34 per cent of B2B companies in the UK, France and Germany indicated that they have put personalised messages on bills, statements and customer service communications.

This trend is also reflected outside Europe, with the US recording a similar figure of 31 per cent.

Business executives are exposed to multiple advertising messages in the same way as consumers.

Messages communicated via transactional mail, a medium trusted by recipients, are better equipped to catch the attention of the recipient.

As the report shows, businesses are realising that adding marketing messages to transactional documents that are already being despatched has the potential to generate significant revenue.

Alternatively, the transpromo technique can be used to simply inform the customer of new or complementary products and services, policies or other useful information.

At a time when every business is under pressure to generate revenue, transpromo gives companies the opportunity to increase their productivity through cross-selling.

The report reveals that the rise of transpromo is not confined to larger businesses - businesses of all sizes are reaping the benefits, although they might implement transpromo techniques differently.

Transpromo can be used in a variety of ways - inserts can be included in the envelope or information can be embedded in the document itself, for example.

Transpromo is an evolving marketing tool and the survey results show that the B2B community is looking into the possibilities provided by transpromo technologies such as full-colour envelope printers.

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