The Power of Transactional Mail and Printing Infographic

The Power of Transactional Mail and Printing

In by Alan Horton

Whether it’s for the private sector or public sector, or for individuals or businesses, everyone has a need for transactional mail. It’s a way of confirming a transaction, providing an overview of recent activity and prompting further action from a customer.

There are various factors to consider with transactional and different angles that you can take to deliver a greater impact. Read on below for more information on transactional print and mail.

10 applications of transactional print and mail

To show you just how varied transactional print and mail can be, we wanted to highlight some of the different applications that it is useful for. You can commonly see transactional mail being used in forms such as:

  • Invoices, statements and collection notices
  • Thanking a customer for a recent purchase or continued loyalty
  • Confirmation of a recent order, with a list of items and the price paid
  • Changes to accounts, such as agreements or customer information

Transactional mail infographic

You will have viewed our transactional mail infographic in the image above. We think this provides a thorough overview of the topic in an easy to digest and understand format. If however you prefer a moreconventional text format then please read through the following text, which we have also provided.

Personalising transactional print and mail

While transactional mail isn’t primarily used for marketing purposes, it’s still important to provide a personalised experience to further develop and enhance your relationship with the customer. This can be done in a few ways, with the simplest of this using variable data printing to address each piece of transactional mail to each customer by name.

Transactional mail is used to complete a transaction with a customer

Variable data printing is the process of printing multiple documents all in one print through. This can be used to print different names as explained above, or to add different designs, colours or even whole content. It’s an extremely useful tool for allowing your transactional mail to deliver more of an impact.

Addressing a piece of transactional mail to “the resident” or “the occupier” is a sure fire way to see that your mailshot quickly ends up in the bin!

How transactional print and mail allows you to reduce organisational costs

As mentioned above, transactional mail isn’t primarily used as a marketing mailshot, but it does still have many benefits for an organisation. You can use transactional print and mail to:

  • Build up relationships with customers and retain them for the long-term
  • Add subtle hints of marketing, even just through personalisation techniques
  • Issuing invoices, statements and collection notices to ensure that your business receives all of the payments it is due

Transactional mail can be used to reduce organisational costs

Data management and data security in transactional print and mail

To ensure that your transactional print and mail operation remains efficient, it is important that your collection and management of data is handled correctly. Data management is the process of ensuring that all of the data within your database remains up-to-date and effective.

One of the most common ways that data can become useless in the mailing industry is from people moving house, which happens on a regular basis. Keeping your data correct will ensure that your transactional mail remains useful and effective.

Data security is also a crucial issue in the modern age, especially after high profile hacks such as the Sony email leak. One of the huge benefits of transactional mail is that they can’t be hacked, and rarely do they contain huge amounts of sensitive information should someone other than the recipient open it.

Of course, steps need to be taken to ensure that your databases are secure, steps that we also take here at bakergoodchild as well. By not storing customer payment information on our systems, we minimise the risks that customers will face.

Multi-channel communication with transactional print and mail

Despite the ever-relevant nature of physical transactional print and mail, it’s important not to ignore the giant that is the internet and electronic communication. An effective marketing and customer relationship strategy will use multiple approaches and angles, and this can also be done with transactional mail too.

There are great ways that you can use this type of mailshot to enable customers to engage with other forms of communication too. You can include phone number and email contact information or direct them to your website using personalised URLs, which you can also track for data.

Different customers like to contact people and businesses in different ways, so it’s crucial to give them this option so that you don’t lose any potential business.

Recent trends in transactional print and mail

Despite an increasingly technological world, transactional mail is still crucial, especially for businesses. With 98% of people checking their physical mail daily, compared to only around an average of 20% of people who open emails, you can utilise transactional mail to deliver a huge impact to the recipient.

We might be living in an age of technology, but physical print and mail is far from over! While it is true that your initial costs from printing and mailing physical mailshots may be higher, the returns are likely to be higher than an email campaign due to the open rates.

Transactional mail business continuity

Business continuity and business continuity management is a way of measuring how resilient your business is and how it can continue should any crisis come up. Transactional mail is both a great way for avoiding these disasters, but also for responding to them too.

Transactional Mail FAQs (Frequently Asked Questions)

  • Question: What is Transactional Mail?

Answer: By far the most popular question we are asked is “What is Transactional Mail? To find the answer please read our related article on the topic here.

  • Question: How is Transactional Mail different to Direct Mail?

Answer: There are subtle differences! A transactional mailing always has to have a transaction which invokes the mailing. Direct mail may have a transactional origin but it doesn’t usually arise from a transaction as direct mail is usually more campaign driven. Transactional direct mail arises where a mailing arises from a transaction, e.g. a) mailing an abandoned shopping cart or b) sending a direct mail piece within a renewal reminder, etc.

Transactional Mail Statistics

  • Transactional Mail by grouped age of UK population. The % of transactional received by population age bands are shown below, statistics provided by Statista:
    1. 16 to 24 years – 4%
    2. 25 to 44 years – 21%
    3. 45 to 54 years – 23%
    4. 55 to 64 years – 27%
    5. 65+ – 25%
  • 98% of people still check their mail on a daily basis
  • Recipients on average spend 2-3 minutes reading a statement received in the post. This is much lower when the statement is received electronically and could lead to debt collection challenges

Using bakergoodchild for your transactional print and mail services

As you can see from the above, there are many different things involved within a transactional printing and mailing services. Unfortunately, as these aren’t the primary marketing tools for businesses, and so aren’t the primary way of expanding the business or making money, they can seem timely and costly.

That is why it can be a great idea to outsource your transactional print and mail needs to a mailing house such as bakergoodchild. It’s not just the mailing you need to think about, but also things such as data management and personalisation too.

We’ve been around for over two decades, so are more than ready to help you with transactional print and mail. If you are interested in our services and would like to know more, please get in contact with us here.

Image credit: Mediamodifier, DanielCubas and Ed Gregory

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