Do you want to send a promotional email to your customers which they will surely open? What if it can get you twice the revenue from other marketing emails? No…It’s not a scam! This is for real and in fact you are most probably sending out these amazing emails right now. It’s just that you still have not identified its marketing potential. So what is this magic email I speak of?
Transactional Emails– Miraculous Marketing Tools
I can assure you that your customers look forward to receiving transactional emails, including password updates, invoices, shipping notifications, order confirmations etc. As these messages contain useful information, these are deemed valuable by your readers.
According to a study by Experian, recipients check out nearly 100 percent of transactional emails and open them several times for reference. In fact, readers get more engaged with these emails than promotional emails, provided you send transactional emails through SMTP providers the right way! The report found that transactional emails tend have a 20% higher rate of transaction when you add a cross-selling message in it. Moreover, these emails generate 2 to 6 times higher revenue than typical marketing emails.
Boost Revenue With Transactional Mails
Seamas Egan, Revenue Operations Manager at email marketing firm Campaigner, believes that these emails can help organisations to boost their profits and enhance customer experience. He said,
–“Anything used as a transactional piece [is] a huge value add to marketers. There should be a clear line between transactional and traditional marketing, but there is some crossover. You can put a dynamic offer [in a transactional email] based on the fact that the customer made or didn’t make [a certain] purchase.” –
General Manager EJ McGowan (Campaigner) added,
--“There’s so much more information you know about your customer [from] a transactional message. Segmentation and targeted emails become much easier. You can hit the customer you want to talk to at the right time.”
According to McGowan and Egan, these following tips and practices can enable you to send transactional emails successfully via SMTP providers and use it as an effective marketing tool
Ask For Permission
We usually think that if a customer has purchased our product or service, then we can immediately start sending direct marketing messages to them. Egan, however, does not believe in this “assumed opt-in” marketing approach. He suggests that you offer your clients the option to inform you whether they wish to get promotional content from you.
In an interview on Business News Daily, Egan said,
–“Customers want [promotional offers], but they want to be asked. If you don’t have opt-in at checkout, a transactional email is a great place to offer them the incentive to join your [marketing] list. You can leverage point of sale, purchase information, location, etc., if they opt in at that point.”–
It is best to take a subtle approach as trying too hard can hamper your cross-selling efforts. If you want your transactional email marketing strategies to give you the best results, then you must keep in mind that your customer are checking your emails as they expect useful information regarding their account or order with your company. Egan believes businesses should avoid subject lines that look like spam regarding promotional offers in these messages. You need to keep the content relevant and consistent.
–“The primary message is what the transactional message is about. It should be at the top, the first thing [the customer] sees. Leverage the side or bottom of the email to do a cross-sell.”–
Check The Results
Just like any other marketing strategies, it is important that you keep track of how your clients are responding after you send transactional emails through SMTP providers. McGowan believes that this will provide you a better understanding about the efficiency
of your messages and ensure that you get your desired ROI. Tracking open rates and other actions taken by your readers will add significant value to your customer data.
Now that you know how to use transactional emails in your direct marketing strategy, you can boost your revenue and retain more customers with just a little effort.
Do you have any other tips that you would like to add? Then let us know by putting your own list of tips in the comments section below. We would love to hear what you have to say!
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