Transactional e-mails (purchase confirmations, shipping notifications, monthly statements, service notices, etc.) offer the perfect chance to provide service and sell products at the same time. Recipients are customers by definition and have often just made a purchase -- the best predictor of readiness to purchase again in most industries. They anticipate, open and read transactional e-mail more than any other form of e-mail, sometimes revisiting the same e-mail multiple times. When was the last time your company sent a weekly promotional e-mail with an 80 percent open rate?
Kevin H. Johnson explains in this article why you should take charge of your company’s transactional e-mails and take advantage of the compelling sales opportunity they represent.