Transactional messages remain one of the few underutilized opportunities in email marketing. Used properly, marketing within transactional (or “service”) emails can be timely, helpful and relevant. Used incorrectly, transactional emails can sour a permission relationship just as quickly.
The chart shows that most consumers are comfortable with many types of email transactions. The exception is personal finance. But even there, notifications would get a much higher approval level than statements – which the chart asks about. As the types of transactional email grow, so does the opportunity for marketers.
Why an opportunity?
- Service emails are read far more frequently than standard newsletters.
- Service emails can convey information about the recipients for a marketer. A receipt, for instance, suggests add-on or complimentary products. A travel confirmation places the user at a destination on a given date, opening up possibilities for relevant marketing.
Read this article over on MarketingSherpa and find out where to begin.