What Is the Role of Email and Who Should Own it?
Email Senders Need To Quit Whining

Fundamentals Of Marketing Via Transactional Emails

In this article, Vistaprint's Trynka Shineman explains how you can drive first-purchase conversions and increase repeat purchases through transactional emails.

"Using transactional emails to cross sell and to offer benefits when the open rates are known to be high is a perfect way to get your message across, create loyalty and make the customer aware of other things you have to offer.", she says.

Here's what she suggests:

1. Introduce relevant offers. Cross selling a complementary product in order-confirmation emails is one example. Reminding customers who have abandoned baskets to complete their transaction is another example.

2. Create promotions or triggers tied to a specific customer behavior. Examples of created events/triggers (in addition to required password reminder/order/shipping confirmation emails) are expiring customers' baskets, a one-year anniversary and backordered items back in stock.

3. Pay attention to deliverability. Not only are these e-mails a great marketing tool, but they are critical for customer satisfaction and retention.

4. Use HTML instead of text format. Images provide a vehicle to showcase products and draw attention to offers. It also allows the information to be structured in an efficient way, including positioning your logo and offers to create a strong call to action while the primary purpose of the e-mail is kept intact.

She finishes by saying that you should "take advantage of the opportunities presented in transactional e-mails. It's a perfect way to deliver value and relevant messages to the customers you've already worked so hard to secure."

Source: DMNews

Need help optimizing your email marketing results? Get in touch!
comments powered by Disqus