What is transactional print anyway?

We do a lot of different types of work for clients at T/O. Yes, we do highly complex healthcare work, but we also do a lot of transactional work too. We have to keep the lights on and bills paid, am I right?

In the old days transactional print used to mean things like your phone bill from Ma Bell. Today we receive more statements than ever before: retirement statements, government notices, EOBs, medical history, test results, insurance information and oh so much more. Remember that conversation we had a few weeks ago on PHI? Yep, it’s a critical piece of the puzzle.

But wait, you say, I opted to have my bills delivered electronically. You (and all those companies) still need to be concerned about PHI. AND, believe it or not, you’re in the minority. A survey conducted by Toluna Inc. showed that a majority of Americans want to have a choice: paper options versus a forced “digital-only” communications path.

Back to print. Mailers are increasingly leveraging transactional documents (like those I mentioned above) to add promotional content, which is often tied into account data. The pieces are tailored, and they save wasting paper on inserts, which often come with transactional mailings. (That’s not to say we won’t print mailers. If you want a mailer printed, come talk to me.) However, it has the potential to increase ROI on these mailings, turning them into revenue centers.

And good news for me – research shows there is a future for transactional print. We all want print. Interquest, a leading market and technology research and consulting firm, released a thorough assessment of transactional printing in 2015 for the U.S.

David Davis, Director at Interquest says “Although the transactional printing market is constricting in the face of electronic delivery alternatives, it remains a vibrant and important market for transactional mailers and print providers alike. Although the recovering economy has not boosted transactional print output as it has with direct mail, we in no way see a crisis brewing; instead the trends which are already apparent will continue to play out in a steady, manageable manner.”

Go get ‘em print!

Photo courtesy of the talented people at the University of Minnesota.