LKCS has been implementing statement marketing solutions for the past several years. We currently have the ability to incorporate targeted statement ads (onserts), personalized messages, and even Personalized URLs (PURLs) in our statements. The current industry buzz words referring to what we are doing are “TransPromo” and “Transpromotional Documents”. These terms both refer to statements or bills that include marketing as part of the document.
A prospective client recently asked for the ROI on statements. During my research, I accumulated the following statistics relating to statement marketing:
- According to a US Postal Service survey, “95% of customers open their monthly statements at least once, and the average consumer spends up to three minutes reading” the statement. (Deliver Magazine – July 2008)
- “No doubt, a transactional document is valuable real estate for promotional content…proving that a more expansive approach enables firms to further increase marketing ROI and deepen customer relationships.” (Graphic Arts Monthly – April 2008)
- “Some 64% of respondents to a recent survey by Zoomerang and InfoPrint said they would use personalized coupons if printed onto monthly bills and statements (with nearly half responding that these would encourage brand loyalty). But a staggering 86% of consumers said they have never purchased a product or service after receiving a separate promotional document [i.e. statement insert] with their monthly statements. Four in 10 mentioned that inserts accompanying their monthly statements are ‘always impersonal and irrelevant’.” (Graphic Arts Monthly – April 2008)
- “While customers may be inundated with as many as 3,000 advertising messages a day, the average consumer will receive fewer than 12 transaction mailings (i.e. bills and statements) in a month.” (Mailing Systems Technology – March/April 2008)
Based on these statistics, there must be a significant boost in ROI when comparing “traditional” statements with LKCS’ statement marketing solutions.
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