Wednesday, April 9, 2014

Making the Most of Transactional Emails

Many marketers are adept at sending out sales and newsletter emails to perspective customers and brand loyalists, and achieving their goals. If that is your business’s entire email strategy, you may be missing an important component to your marketing plan.

It’s important for businesses to make the most out of their transactional emails. This is a term that every marketer should familiarize themselves with, because chances are that your business is sending them out to your best customers, and might be missing out on a true opportunity to connect. The average transactional email is opened multiple times, meaning they have an open rate over 100 percent. This type of exposure creates large-scale visibility.

What is a transactional email?

Transactional emails can be anything from e-receipts to ‘thank you’ emails to password resets. They can be sent out any time someone interacts with your website or your business. Because of the nature and purpose of the content, they tend to have an incredibly high open rate – making them an ideal place for your marketing message.

Sure, newsletter and sales emails have their place. They are an important part of any business’s marketing strategy. But businesses should also plan on generating as much visibility for their message as possible. With this kind of opening rate, it’s time to make sure that those customers who receive your transactional emails are aware of your business.

Businesses can use the real estate in these transactional emails to relay their marketing message. A few examples of what to include might be educating clients about an aspect of their industry, publishing a relevant blog post, or updating their audience about an upcoming event.

Make sure that you are aware of the law, and transactional email do’s and dont’s. The CAN-SPAM act allows for ‘dual use’ messages, but states that the message must be primarily transactional. With this type of email, make sure that you avoid making marketing offers in the subject line.

If the content is strong enough and relevant to the audience, it can result in higher engagement levels.

Tips To Maximize Your Engagement With Transactional Emails

Your transactional email recipients have already denoted that they trust you. They are receiving these emails because of an action that they already took with your company. Even so, it’s still important to be direct and clear about what you want them to do.

This infographic gives some great advice on what elements to include for better conversion success. Here are just a few of the tips given:

  • Social media icons so that people can interact with your brand. There’s a 55 percent increase on the click rate for transactional emails including social links.

  • Say ‘Thank you.’ There’s a -35 percent drop on the click rate for transactional emails that do not thank customers.

  • There is a 20 percent revenue increase for emails that include cross-selling items.

  • There is a 13 percent increase in revenue generated for a welcome series, versus a single welcome email.

When should you send a transactional email?

Transactional emails don’t have to be limited to purchases. They can be sent for any meaningful transaction, which is a little more wide open.

This can include eBook or other content downloads, signing up for anything on your website, abandoned carts, or even an automated re-engagement email.

Wrapping it up

It’s important to give your transactional emails the same love and attention that you give your regular marketing emails for the above reasons. Stop treating them as a necessary but boring chore in the course of doing business, and start pumping in a little love and attention.

Maybe that means it is time to involve the marketing department in the generation of these emails as well. They make an opportune and relevant channel for communicating with your best customers, and disseminating your important message.

Source: B2C_Business

Making the Most of Transactional Emails

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