More than nine of 10 transactional documents are read by recipients, according to market research firm InfoTrends. Impressive open rates make them an ideal medium for delivering marketing messages. Savvy marketers are searching for ways to leverage detailed customer and transaction data and add value by delivering highly targeted offers and information to the right people at the right time. The key is relevance—and the right document composition software. Preprinted bill inserts that go into every envelope aren’t the answer. “No one who lives in a big-city, high-rise condominium wants to receive buck slips [inserts] for farm tractor offers,” points out industry consultant Pat McGrew as she shakes a shameful finger at lazy and sloppy brand managers. Even in the perceived age of autopay, “private research conducted by banks, insurance companies, healthcare firms and marketing agencies can confirm that only about one in three people want eDelivery exclusively,” she reports. Transactional documents delivered on paper continue to command customers’ attention. Pat McGrew is the managing director of McGrewGroup, Inc. and has served as an HP “inkjet evangelist” as well as a transpromo expert for Kodak.