Zrinity Email Marketing Blog

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 aforementioned survey. Based on their results, “The vast majority of consumers - over 83% - will accept marketing messages in their transactional email so long as those messages are relevant.” i

This is also the accomplished through the personalization-customization of the commercial content, which is done by closely monitoring customer behavior and responding with a transactional email that delivers more solutions to meet their needs. “The more highly personalized the content, the higher the open rate, and more importantly, the sustained email engagement over time.” ii Keep in mind that as far as consumers are concerned, irrelevant information is the same thing as spam—and they don’t want either of them.

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