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To be effective, TransPromo documents must contain relevant promotional offers that interest the recipient. Research is crucial. Baker offered an example involving the use of personal and actual transaction data, such as spending habits or types of items purchased to drive the message or promotional offer. "A cell phone carrier might want to use the number of text messages a user sends and receives to 'up-sell' them to a phone with a QWERTY keyboard rather than a ten-key model," Baker said. "The key is to really mine the data behind the transaction to determine what specific, unique and highly personalized offer should be made."
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- People:
- Scott Baker
- Places:
- Boston
E
Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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