How Top Retailers Use Transactional Email
Nearly six out of 10 emails were HTML. The creativity afforded by HTML emails helps marketers boost returns. Lacking strong branding, text messages generally simply confirmed the purchase order.
“Utilizing HTML formatting that includes essential branding elements is a strong way to enhance customer loyalty and even increase revenue,” O’Gorman said. “Not only do HTML emails look better, they are measurable.”
Deliverability issues stymied some retailers: Six percent of the transactional emails received landed in recipients’ junk folders. “Perhaps more retailers would take the time to ask recipients to white list their addresses if they realized how many of their messages – including critical transactional emails – were landing in recipients’ junk folders,” O’Gorman said.
More companies requested opt-ins than additional purchases: A larger percentage of retailers used the transactional message to promote their commercial email programs than to cross-sell or up-sell customers. Sixty-eight percent of companies that offer emails as part of their marketing programs included a link in the transactional email to opt-in.
“Ultimately, transactional emails can be a robust tool for marketers,” O’Gorman said. “By taking advantage of the high open rates of transactional emails and establishing brand loyalty at the time customers are most likely thinking about the company, top online retailers strengthen relationships with customers and drive revenue growth.”
Silverpop is a leading provider of permission-based email marketing solutions, strategy and services, with offices throughout the United States and in the United Kingdom. Silverpop is the only company that has consistently appeared as one of the top five enterprise-oriented ESPs each of the last four years in JupiterResearch’s annual analysis of ESPs. Best practices and white papers are available at http://www.silverpop.com.