Elizabeth Gooding

By Elizabeth Gooding What if you had excellent cross-selling tools that customers were almost certain to open? Chances are you already do. Your transaction documents, monthly statements, bills, notices and policies are ready vehicles for targeted messages that promote additional products and services. Customers read them, which can't always be said of more costly direct mail approaches. On the other hand, if you start cluttering transactional documents with too much information, you will limit the value of the cross-selling opportunity, and worse, alienate customers and reduce the effectiveness of your primary document content. Prioritize Content In theory, your investment in transaction document production

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