Zrinity Email Marketing Blog

Central New York (PRWEB) October 12, 2008 — Zrinity, a Utica New York based on-premise email delivery system provider, announced today that Analytic Approach, an email service firm, based near Sacramento California, selected Zrinity as its on-premise provider of email systems and provider of email deliverability services. Shawn Pickering, Owner and CEO, Analytic Approach, found Zrinity after a Google search and “…over fifteen days researching providers of email systems.” Mr. Pickering stated, “There are many companies who offer email services so it took a while to narrow it down to primarily Zrinity. However, Zrinity seemed to have the most wide variety of features and expertise in the email delivery space and was one of only a few companies that offered the entire message transfer agent as well as the list management and metrics.” Read the Full Article

Zrinity Approach to Transactional Email
At Zrinity, we approach every customer as an individual with unique needs that deserve unique solutions. In other words, we do not believe that there is a cookie cutter solution or answer for all email campaign and customization is the way our customers will reach their goals of email campaign optimization, lower costs and a greatly improved ROI.

At Zrinity, one-to-one marketing is delivering personalized email to each customer based upon their profile, preferences, behavioral touch points and beyond. Owning the technology to truly offer one-to-one marketing is a critical necessity that Zrinity offers. Most email marketers do not have the tools necessary to conduct true one-to-one marketing so they continue to batch-and-blast campaigns using a shotgun strategy. Shotgun campaigns send all recipients the same offer. Campaign Intelligence enables companies to turn complex customer data into highly customized and relevant email campaigns.

The best way to connect with a customer is through transactional emails. As this white paper demonstrates, transactional emails give you the attention of the customer as they expect and await confirmation emails, billing statements, etc. You have instantaneous behavioral information about the customer since they just took an action to produce this confirmation email or purchased something from you.

With Campaign Intelligence you can now easily transform your transactional messages into relevant email the consumer can further act on and provide offers that are highly relevant and up sells. This strategy is currently in use by most major online retailers’ web sites in the form of, “People who bought this also bought”

We help ensure through behavioral email practices that your campaign delivers transactional communication that is highly relevant and timely to your customers, utilizing a vehicle that is one of the most effective methods to achieve high-level results-email.

The highest hurdle in behavioral email is typically integration with data so you can respond to customer actions. Zrinity’s email systems have a unique way to achieve data integration to meet this end.

• New arrivals in customers interest categories
• Pre-arrival announcements
• Items back-in-stock
• Cross sell/upsell similar items
• New size/style color
• Geographic sales items
• Cross sell offers based on items in order
• Include Relevant information based on items in order
• Renewal reminders
• Shopping cart abandonment
• Remind me

Our goal is to help ensure that your messages are “heard” above the noise being created by other email marketing campaigns by simply being as relevant a possible.

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

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 of your content in other forums or channels such as through your website or in print. When possible, consider having your marketing department handle this aspect. We earlier mentioned integration of marketing and IT as another benefit of this type of email, as this goes directly to our point. If you have marketing assume this responsibility, you can help ensure brand consistency across the board.

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

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 have your customers catch you using the same time-limited promotional week after week in a row.

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

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

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 more pressure on you to make those emails engaging, valuable, and relevant?” Our answer is yes. And below are some of the steps you can take to help ensure that your message gets noticed. i “Integrating Promotional Content Into Transactional Email Messages” b2bemailmarketing dot com

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