Mia Papanicolaou's presentation from the Email Marketing Day at your Desk by Markedu Incorporating marketing offers within your transactional communications provides you with some of the best marketing real estate. Reach your customers with relevant, personalised, targeted messages in this largely untapped area. Transpromo marketing within transactional messages such as payment confirmations, eBills or eStatements are particularly effective because it is directed at recipients who are expecting and willing to receive the email. Highly personalised: Untap the potential of this powerful marketing real estate with messages that are relevant, targeted and highly personalized Activity can be tracked: Detailed tracking and reporting facilitates intelligent, revenue-based marketing decisions, derived from measurable customer behaviour Target a captive audience: Transactional messages are expected – so transpromo marketing included within these messages are received by an expressly interested audience

1. Missed marketing opportunities
Unlock the power of Transpromo Messages
Presented by: Mia Papanicolaou

2. Presentation
from Markedu’s
Email Marketing
Day @Your Desk
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» the free Email Marketing Day @Your Desk
» the free Social Media Marketing Day @Your Desk
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3. What is Transpromo?
Transpromo is formed from the words
"transaction" and "promotional"
By adding relevant messages, companies can market
on transaction-related documents, such as
statements, invoices, or bills

4. Why isTranspromo
important?
Use transpromo marketing in everyday operational
messages (eBill, payment confirmation) to:
• deliver messages that are relevant, targeted &
highly personalised
• capture detailed tracking & reporting to facilitate
intelligent, revenue-based marketing decision
• target a captive audience because transactional
messages are expected

5. Replace the bill stuffer ...
with relevant electronic marketing

6. personal &
relevant
transactional
opportunities
It’s about being relevant at the
right time

7. Quick poll
How good is the branding on every email leaving your
organisation?
Poor Fantastic
1. 2. 3. 4. 5.

8. What’s the missed opportunity?

9. Email Communication
Touch-points
Order
confirmation
Email marketing
campaign
Happy Bill
Birthday
Invoices
Receipts
Dropped
Basket
Collection
Notices
Policies Welcome
Upgrade
Statement

10. Examples & ideas
are you using the real estate available?

12. The importance of profiling
I’m thinking about payment, so now’s their chance to
make offers! Instead these follow later . . .

13. . . .would have a greater impact if also included my bill email

14. Include marketing in my bill
notification

15. Worth combining and remaining
consistent?!

16. Don’t forget the
opportunity to cross-
sell and up-sell

17. consider this
. . . these are emails that customers are expecting
. . . the open rate is higher
so leverage that expectation & include marketing and
ensure that the branding is consistent
Significant process efficiency
Enhanced customer experience
Don’t take advantage & fill the email with marketing
Don’t confuse the message

18. Quick poll
How forgotten are the operational messages in your
organisation?
• I don’t know if any operational messages are leaving the
organisation
• I haven’t been involved in the operational message set
up
• I’ve seen them and aim to change them
• I’ve seen them and cannot change them (yet)
• All operational messages are in line with current
branding

19. 4 examples of transpromo marketing in
action

20. No. 1
eStatements

21. Generic and
customised
marketing
inserts are
included

23. No. 2
Payment Confirmations
Up-sell
opportunities
in the
confirmation
email

24. Promotions in
transactional
emails have high
click-through rates

25. No. 3
Upgrade notifications

26. No. 4
Introductory emails
Marketing
inserts
included

27. today’s takeaways for
unlocking the power of transpromo!

28. Take aways
• Be cognisant of all emails leaving your
organisation - own the brand & the marketing
opportunities
• Use the real-estate that is currently being ignored
• Personalise the marketing
• Track click throughs based on customer
segments

29. Presentation
from Markedu’s
Email Marketing
Day @Your Desk
Get Markedu’s Event Alert to be notified about
» the free Email Marketing Day @Your Desk
» the free Social Media Marketing Day @Your Desk
» the free Direct Marketing Day @Your Desk
» See webinars here

30. Mia Papanicolaou
Head of Operations – Striata
Twitter: @MiaPapanicolaou
Linked in: www.linkedin.com/in/miapapanicolaou
Blog: http://www.striata.com/blog.html