Archive for July, 2008

Brand recognition was earlier defined as a key benefit in the usage of transactional email. But to make your transactional email campaign a success, you need to ensure that you are using your brand consistently in every message. Where possible, you want to make sure that your messaging and delivery through email matches the delivery […]

You should imply urgency where possible. By using phrases such as, “purchase now and for the next 20 minutes, you’ll also get — for free,” gives customers this sense that they are going to miss out on something big if they don’t act fast. Use this sparingly, however. You don’t want to cry wolf and […]

HTML is better for several reasons including visibility, appearance, usability through links, and tracking. As a customer of other companies, you probably also prefer HTML to a rich text format simply because it allows you to do more. However, research has shown that customers have a higher response rate to companies that utilize HTML simply […]

First and foremost, the content of a transactional email must be relevant, and by this we mean to the transaction. This has been touched on numerous times in the text above, but it deserves added attention. According to Marketing Sherpa, relevance is the key component to any email campaign, especially transactional, as we see in […]

The Must-Haves in Transactional Email
Now that we’ve reviewed the definition, benefits, and rules of transactional email, it’s time to address the other must-haves of transactional email. According to a recent article, Email Marketing Reports is saying that, “As people take more actions online (purchases, registrations, memberships), they generate ever more transactional emails. Does that put […]

Increased Revenue
Increased conversion rates equates to action taken by the customer in a manner desired by the company. If this is obtaining more sales, then that conversion rate equates to increased revenue. However, don’t lose sight of the fact that even if you’re conversion rate is not the result of selling something directly, but instead […]

Cross Sell and Up-sell
Again, the previous customer status comes in handy here as well. This is, as we stated previously, due to the fact that if you send confirmation for a product purchase, transactional email provides you with a portal in which you can cross-sell similar products or complimentary products as well as up-sell other […]

Receivers are Customers
What this means is exactly what it says. Those to whom you send transactional emails have purchased, applied, or conducted some form of business with you in the past, and hence, have separated themselves from prospects. They have done business with your company in the past, thus, it stands to reason that they […]

Conversion Rates
Increasing conversion rates is extremely difficult. Thirty-four point eight percent (34.8%) of eRetailers experience less than a two percent (2%) conversion rate from email campaigns.i And for this reason alone, it isn’t hard to understand why marketers shy away from email tactics. However, let’s compare these numbers with those that result from transactional emails:
“According […]

Cost Effectiveness
There are two sides to the cost effectiveness benefit: 1) use of resources and 2) actual cost savings. As far as the use of resources, we are addressing the divide that often occurs between different marketing functions. Frequently IT departments manage email communications including tracking, while the marketing department manages everything else. According […]