Many marketers spend thousands developing highly compelling and engaging newsletter style communications. However, when it comes down to transaction emails, such as order confirmations, they revert back to sending plain text emails!

Let’s take the “order confirmation”, for example. This is arguably one of the most important email communications you can send a recipient, yet companies still insist on sending this from back end IT systems, which offer no tracking capabilities (who’s opened, clicked, was it actually DELIVERED!), and more importantly, no ability to drive conversions by cross-sell and up-sell opportunities.

Many online marketers face the same challenges today: how do I drive more conversions, and how do I reduce the traffic to my call centers/admin teams, post online sales?

Simple – send automated transactional emails via your email provider.

Don’t just take our word for it, research shows, product recommendations in order confirmation emails converted at more than double the rate of clicks from standard emails and that post-purchase survey emails got 20% more revenue per email than standard broadcast messages.

See below a great example of an online retailer using transactional emails to cross sell additional services:

Your transactional messages have far more potential impact on the relationship with the recipient than any other email you are likely to send them. Defining and implementing a successful transactional email strategy is an investment for the future and is well worth the time and resource.

How are you sending your transactional emails?

About Mike Longfellow

Mike Longfellow has written 6 post in this blog.

As Email Marketing Specialist at Alterian, Mike plays a key role in leading the development of clients' digital marketing activity, improving areas where it is established in the marketing medium and introducing them to new areas, which specifically look at driving performance and maximizing ROI.

• View all posts by Mike Longfellow →
• Blog

Share