Enhanced Transactional Emails
April 18th, 2007 by Joanna Lawson-MatthewThere is an interesting irony that has existed within email marketing for the last few years. And, as often is the case, it has been very obvious, yet until recently largely ignored.
Many companies see this as a true “Aha!” moment.
Transactional emails represent one of the best opportunities we as marketers will ever have to build the all important customer relationship. Yet most companies have long ignored this seemingly obvious strategy.
By common definition, transactional emails refer to any email that is sent to a customer/member/subscriber for the purpose of passing along administrative or account-specific information. This may include order and shipping confirmations, account update information, customer service related information, warranty information, etc.
These emails are viewed from the subscriber’s perspective as very important, and therefore capture their attention like no other email can. Not surprisingly, open rates for these emails are 70% + on average. Shipping and Order confirmation emails will commonly experience 85% open rates or better!
To learn more about how to make the most use of your transactional emails, click here.
