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.
Jules grew up in Denville, NJ, but is currently attending Ithaca College in Ithaca, NY. There she is studying Integrated Marketing Communications and Communication Management and Design. At Ithaca College, she helps run the promotions and social media for the school’s morning talk show, Good Day Ithaca. During her college career, Jules hopes to learn more about event planning, journalism, and magazine publication.
What are you looking forward to most about working at OSG this summer?
I’m excited to learn about tradeshows, help with social media campaigns, and get a look into the world of corporate marketing.
Describe your dream job.
I have always loved interior design and décor, so my dream job would be to work in branding or content creation for a media outlet like HGTV magazine.
What do you like to do in your free time?
I love to travel, read beachy novels, spend time outdoors, take exercise classes, and obsess over my two cats.
To be frank, paying a bill is never going to be exciting for a customer. What it can and should be is convenient, simple, and seamless. Customers receive 4.1 pieces of transactional mail per week. The payment structure needs to fit within their framework, to feel like it’s tailored to them specifically. It seems like paying electronically would be the obvious choice. We are in an ever-expanding digital landscape where so much of our lives are tied to online interactions and transactions.
But these are bills and habits are tough to break. This brings us to the essential—and perennial—question: How do you get someone perfectly satisfied with their service to switch from paper bills to e-billing? You incentivize, and those incentives must be good. Here are three.
- Offer a discount.
Offer e-billing as part of a discounted service plan. It’s concrete and uncomplicated. It requires no effort on their part, but the difference will be noticeable.
- Enter them into a sweepstakes.
Nothing like a prize to sweeten the pot. Try a major gift card or the latest gadget (we are pushing e-bills, after all).
- Tie in a charitable cause.
Present customers with the opportunity to give back in some way. This could be something as straightforward as a tree planted for every customer who signs up for paperless billing.
Remember that once the customer switches, the service must be on point. Ultimately, the best incentive is having the best solution.
Customer communications need to be timely, because time is money. There’s urgency even in the minor transmissions, which is why it’s a no-brainer to seek assurances that production of these communications is quick, fluid, and uneventful. There must be options and back-up plans in place. With key business matters, more of the same is better.
OSG now has 630,000 square feet of space in nine strategic locations across the country. This is advantageous for several key reasons, and part of a longterm business continuity strategy that offers greater guarantees to our customers.
- Quick Turnaround Time
With nine production facilities that operate on a 24/7/365 production cycle, we can guarantee a 24-hour turnaround time.
- Disaster Recovery Options
This is a rare instance where redundancy is a good thing. Imagine a power outage or internet issues. The redundant configuration of our production systems and the identical, standardized processes throughout each facility ensures that your data is secure and your service is not disrupted in these instances.
- Postal Optimization
We offer mail delivery anywhere in the country within 1.5 to 3 days by mailing out of multiple facilities. We also have on-site postal coordination across companies.
We’ve built a cross-country framework that has the speed and protections that are non-negotiable when dealing with transactional communications. As they say: location, location, location (times three).
Before they see the bill, they see the envelope.
While transactional documents do have a high open rate (97 percent), using the envelope to make that first impression with a customer is important, because people are also 55 percent more likely to pick up a full-color piece of mail first.
OSG Envelope Messaging combines color, images, and messaging to bring the crucial interior elements to the exterior. Our creative team will work with you to develop something that works seamlessly with your company’s marketing strategy. It will make your mailing stand out, yes, but there are even more important reasons to implement it:
- Brand familiarity. Remind them who you are and why they work with you.
- Increased up-selling and cross-selling potential.
- Are you offering an amazing deal inside? Tease it on the front.
- Educate and alert. Important dates need reinforcing.
We’re offering Envelope Messaging promotions throughout the month of March. Contact us for more information.
When you’re trying to reach customers with an important message, time is of the essence. A self-service program that simplifies the process is key to streamlining communication. OSG Letter Composer is just that.
Using an online composition tool, you can customize and edit customer letters, regulatory notices, collection letters, and other personalized communications. Because you’re in control and driving the process, you don’t have to wait for approvals. Upload the content into the program yourself and go from there.
While content is king, design is crucial to effective communication. Letter Composer allows you upload your logo and other branding elements to create consistency in messaging, the thing for which every company should be striving. Anyone in your office can use the program, and it will make your company’s brand and messaging look more composed.
Make the letter creation process easier, and deliver customer communications more effectively. Contact us for more information.