The riches of relevance

This paper looks at the reality of joined-up communications in the financial sector, taking into account new developments in variable printing and insertion that allow a far greater degree of personalisation than ever before. Personalised reporting on financial products used to be very much a service only for the highest value customers. Now, the economics offered by high-speed variable colour printing mean that even the low-value customers can receive such a service. Next, the paper looks at the emerging practice of using bills and statements as a medium for targeted advertising, known as transpromo (transpromotional) advertising. The available advertising value of unused white space on bills and statements stands at £502?807?600 in the UK alone and represents a huge, as yet, fully unexploited opportunity. The issue of personalised web content is also explored in order to demonstrate its ability to improve customer retention, satisfaction, cross-sales and ultimately profitability. How to measure the outcomes of such targeted activity is tackled in the penultimate section, which examines the key underlying business measurement that should result from efficient and effective database marketing. Finally, the paper addresses the issue of managing customer retention post-mergers and acquisitions, particularly in respect of one-to-one communications challenges.