We’ve previously covered the marketing potential of the transactional document. With enhancements like dynamic messaging, it’s possible to transform a bill or invoice into a more personalized vehicle to send to the customer.
But the transpromotional possibilities of the transactional document now extend beyond the document itself. It is, in fact, essential to think beyond bills and invoices, to leverage data and employ other optimized channels that reach customers in new, additionally engaging ways.
What does that mean in practice? Imagine a Go Green message on a paper bill, incentivizing a print customer to switch to an electronic solution. That printed message can be modified and then delivered to through a customer contact center phone call, a text message, a social media ad, or an email campaign. By extending the “life” of the message, we can reach customers at the right time in their preferred channel.
The idea is to weave robust technology with powerful transpromotional marketing messages, to merge customers’ viewing preferences with your marketing initiatives, and to extend the life of your marketing plan across channels. The bill is just the beginning.
Contact us for more information on leveraging the power of your data and transactional documents.
As an omnichannel communications company, we recognize the importance of providing digital and print solutions that move with customers as their ways of communicating evolve. That’s easy enough to say, but here are some stats we culled that illustrate the importance of providing this omnichannel experience from both the consumer and marketer perspectives.
–98% of Americans switch between devices in the same day. (Source: 2016 Google Research report)
-75% of consumers expect a consistent experience wherever they engage (e.g., website, social media, mobile, in person). (Source: 2016 State of the Connected Consumer Report)
–Companies with strong omnichannel strategies can expect to retain an average of 89% of their customers. (Source: Aberdeen Group, Inc.)
-86% of senior-level marketers agree that it’s important to create a cohesive customer journey across all touch points and channels. (Source: Salesforce)
With data showing that transactional documents are increasingly being used as promotional tools, it’s a good time to revisit some basic marketing practices. Here are some insights straight from the OSG Creative Studio.
- Make your message strategic.
We’ve mentioned before how important it is to use data to create dynamic messages. When you have real insight into your customers’ needs and patterns, the endless marketing options become more tailored and, ultimately, more effective. Use a paper bill to push the switch to e-bill. Up-sell or cross-sell one of your services. Offer an enticing promotion. Just make it count.
- Then make it pop.
Size the message properly, incorporate color, and avoid information overload. Less is more.
- Don’t disrupt the flow.
No marketing should disrupt the clarity of the bill or invoice’s key elements. Make sure the framework is there, so the message doesn’t add confusion. You might even consider upgrading your entire invoice package with envelope messaging or an additional messaging page.
As 2017 winds down, it’s a good time to think about the small marketing messages you can send to customers that will help you finish the year strong and begin the next one on the right foot. Start with something simple: Happy New Year.
We realize you might not want to send out a separate card or write a clever note. That’s not necessary—just use your envelope. Our Full Color Envelope Messaging℠ allows you to print a full color New Year’s message right on the outer envelope of your invoice or statement package. You can even add an image for more impact. Since research shows that customers are more likely to open an envelope with color on it than one without, you get the benefit of knowing they’re nearly guaranteed to see both the greeting and the invoice or bill.
OSG’s Dynamic Messaging is another way of reinforcing your brand and messaging on the invoice itself. We’ve gone over the many benefits of that before, but as January approaches, consider how we can help you use it effectively throughout the next year.
A nine to five strategy doesn’t work in a 24/7 business climate. From a company perspective, having access to your transactional document information any time of day isn’t a luxury—it’s essential.
We developed OSG Insight with that around-the-clock necessity in mind. This tool gives you a real-time snapshot into your business with us any time of day. Once you log into your account through our website, you can oversee all of your billing and invoicing jobs. Need to check the status of a file at 9 p.m.? Do it. We designed Insight to give you more control but also to increase the level of transparency with us as your billing partner. In short, you get insight into what we’re doing on our end.
You can also opt for even more control when you begin working with OSG. When we do your onboarding process, we can set your account for client review and release. You are the one who clicks Release This File to send the job off after a final review.
Additionally, you can manage the marketing component of your transactional documents through the portal. Your custom library—housed on the site—stores any marketing messages you create or upload. It also houses custom images specific to your company’s brand. Update your messaging, then edit and delete as you go.
Other Insight-ful things:
-Upload files to the OSG site for processing
-Run accounting reports based on OSG invoices
-See the status of past jobs as well as current ones
-Keep track of available insert inventory
-Run postage reports as far back as a year
Added bonus: You don’t need any special software for Insight. We host it.
Contact us for more details.
Back to school isn’t a day or a frame of mind—it’s a powerful marketing season that kicks off earlier than you might think. (Some schools start up again in early August.) And as one of the biggest spending seasons of the year, back to school is also an opportunity to drive some new business and get creative with your marketing efforts.
In other words, summer is over, but that can be a good thing.
The monthly invoice package you send customers can include an insert that’s designed within this framework. Offer “last chance” summer sales, promote the latest products and services you have, and anticipate your customers’ needs. These inserts are also a great way to touch base with them before the next big spending season.
OSG Creative Studio has a lot of experience creating these types of targeted messages , and we can come up with a fun campaign that fits within your brand guidelines and taps into this market. Contact us for more details before school’s back in session.
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From the Welcome Message to the WinBack Program, lifecycle marketing is a way of communicating with customers that adapts to their changing needs. Why is it so effective?
- Because lifecycle marketing acknowledges that customers aren’t static – they evolve.
You could say acquiring a new customer is step one of 100 steps, but it would be more accurate to say that it’s step one of an unknown number of steps. Customers’ needs change; what worked for them in January might be wearing thin by September. Keep in touch. Communication that’s tailored, creative and proactive–whether it’s done through surveys, milestone programs or referral solutions programs–has a positive influence on retention rate.
- Because it’s much easier to convert a lost customer than to win a new one.
It may seem counterintuitive that a “lost” customer would be more likely to return to the fold than a new customer would be to sign up, but the numbers don’t lie. Marketing Metrics show that probability of selling to a new prospect is 5-20 percent while the probability of selling to an existing customer is 60-70 percent. And consider it from customer’s perspective. Say the cost to renew a subscription to your favorite magazine increases. Even if you love the content, there’s a good chance you’ll pass. It’s not a rejection of the product; it’s a hold out on the price.
Imagine how much more cost-effective it would be for the magazine to send you a discount offer to renew rather than devise a completely new strategy to get the attention of a prospective customer.
- Because it’s more than just an invoice.
Would you want to hear from someone only when they’re asking for money?
OSG offers an array of lifecycle marketing solutions. Get in on them.