Make the Most of Your Transactional Messages
Transactional messages, once merely considered to be no more than order and ship confirmations, are beginning to take on a more important role in customer communication, according to e-mail marketing provider e-Dialog. The key to making them work for you, according to its 2006 whitepaper, Unleashing the Potential of Transactional Messages, lies in optimizing the message to become part of a “complete, integrated view of all customer e-mail communications.”
Here, E-Dialog offers up five best practices to look at when creating transactional messages that support a company’s overall e-mail marketing strategy:
1) Enhance messages with HTML. This tool allows for the quick and easy customization of the text, formatting, graphics and links that comprise the transactional message. Creating a message structure in line with that of a promotional e-mail will help to increase brand recognition.
2) Include dynamic content. This involves making your message relevant to its recipient. A good example of this would be including an image of the product the customer has just purchased in her order confirmation or warranty recall.
3) Improve deliverability. To ensure your subsequent messages make it into your customer’s inbox, add a link at the top of the e-mail to allow him to add your address into his contacts.
4) Increase acquisition. Add an opt-in field, encouraging recipients of transactional e-mails to sign up for promotional messages as well.
5) Protect the transactional primary purpose. Be sure you’re in full compliance with Can Spam requirements for transactional messages.