The way to get the best of both worlds — secure, functional transactional and personalized marketing documents — is to collaborate. Internal projects need to have a champion who can ensure that transactional goals aren't compromised as marketing material is added.
External projects require an advocate who understands what his or her firm has to offer in a new transpromotional document. The transaction owner is looking to lower its cost to get out the bill, and wants to do that in a manner that will keep customers happy. The promotional player wants to find companies that might have an inside track to its products. The pinpointed aim is critical to get the type of response required to support an expensive piece (color and, typically, first class postage).
This collaboration also may have other business connotations. For example, say you're a jeans manufacturer that often ships products to a specific chain store. When you have a new product, maybe that same chain will add your marketing blurb to those folks' statements who've bought your product in the past.
Start small and create efficient mail pieces. And above all, walk before you run.
