Transactional Marketing - Top Tip No12

Do your outgoing emails, invoices and general communications contain subtle selling messages?

Did you know that email messages related to purchase or request for information are excluded from the legal opt-out and opt-in requirements?

Examples of transactional messages include order receipts, periodic account status updates, warranty information, safety or security information for purchased products, change notifications, subscription or membership information and product update/ upgrade information.

Based on a 2003 report by ‘MarketingSherpa’, transaction confirmations and account status emails are viewed most positively by customers, scoring 4.2 out of a possible 5.0.

Campaign statistics support these findings with average open rates of transactional email messages above 70% and click rates above 50% when the message includes a redeemable discount offer.

The most obvious use of transactional messages is to offer other, hopefully relevant, products to your customers.

While cross or up selling products may seem like an obvious thing to do, many companies are not yet doing this.

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