Take an invoice or bank statement and use the empty space for advertising. That’s more or less how transpromo works – a new way to blend transactional documents with mail marketing.
Aktia Bank in Finland has taken customer communications one step further.
Besides monthly transactions, the printed bank statements also contain information about interest rate changes, new forms of saving and insurance terms.
“Everyone wants to move towards a paperless society. But we also want to offer our 90,000 customers who still want their bank statements by mail, other valuable information in the same envelope without making them feel that we are selling something,” says Göran Stenberg, Marketing Manager at Aktia Bank in Helsinki.
Help customers make the right choice
Using the empty spaces on bank statements for educational information rather than marketing messages is based on Aktia Bank’s promise to its customers: openness and honesty.
Too many people make promises without any intention of keeping them according to Göran Stenberg.
“All banks say the same thing: ‘We are customer-focused’. But that’s not always true. Aktia Bank dares to claim that we are genuinely interested in building a lifelong relationship with our customers. And we have to live up to that!”
During 2009, Aktia Bank will offer more than 30,000 customers a consultation to discuss their financial situation and insurance policies – today, tomorrow and in the future.
“The need for advice increases during turbulent times. It becomes more important then ever to help customers make the right choice,” says Göran Stenberg.
“Many young people with loans don’t realise that they can still save money while paying off their debts. They can if they save wisely.”
Why have you chosen to invest in this form of transpromo?
“The additional costs are minimal because the extra information is printed at the same time as the bank statement. We send our material to Strålfors on the last day of the month. The customer has the bank statement within a few days. So no time is wasted either.”
Are there any other benefits?
“The number of unnecessary mailouts is almost completely eliminated. Many banks, telecom operators and other large companies that offer everyday services send brochures in every mailout. That is a waste of natural resources and does not build customer trust. By segmenting and planning, the customer avoids mass mailouts. Good communication means getting the right information to the right person at the right time,” says Göran Stenberg.