Zrinity Email Marketing Blog

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 might do so again. For this reason alone, a transactional email makes sense as it provides that customer with attentive and even desired follow-up, as well as the opportunity to become an ongoing customer. From Marketing Sherpa, “Presented with an email containing real marketing, 76% of respondents found the message appropriate.” i

Additionally, since these individuals are customers and because of the limited regulations provided under CAN-SPAM recipients cannot unsubscribe. These emails are not perceived as spam, have a very low deletion rate and are nearly guaranteed to be opened and read. In fact, they have the highest open rates of any form of online communication. An good analogy might be in your mailbox right now. Chances are there are envelopes in your mail box that will never be opened, or read. But the envelopes from the companies you recognize, even if they contain dropped in coupons, will get opened almost every time

More Transactional Email Marketing Sources: Transactional Email Server, Full Transactional Email Marketing White Paper (PDF), Email Marketing Best Practices