Mehul Desai is the chairman and managing director of Mail Order Solutions. He says: "Don't inflate a small idea, take a big one to help customers achieve best results sans investing."
A report by Pira International finds transactional printing will grow at a modest CAGR of 1.7%, but its sub-segment, transpromotional printing, at a dramatic 18.9% from 2009-2014.
Another market research by InfoTrends shows that bills and statements received in the mail are opened and read more than 95% of the time, with consumers spending anywhere between two and four minutes reviewing each piece.
What does this mean? It means that these documents are turning out to be valuable interaction with an organisation’s customer base, done knowingly or unknowingly by the customer. This said, the market research also states that six in ten consumers say they would prefer to see more colourful communications, even carrying marketing messages, rather than the traditional transaction and statement inserts ride along with the bill. This is where transpromo comes in – blending promotional messages into transactional documents to create a new marketing product.
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10 May 2013, Vol VI Issue 1
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