E-commerce Link: Get the Message Out
• Include your toll-free number. If the consumer did have a problem, it is helpful to allow her to contact your call center for help.
& Shipping Notices
It's likely you send order confirmations and shipping notices to customers. These relevant messages have very high open rates, so use them as an opportunity to include additional marketing offers. Your audience has very recently purchased on your site; this is the perfect time to cross-sell and upsell these buyers.
Let's look at a prime example of a marketer successfully using trigger messaging in its communications with customers. E-mail service provider Responsys works with LEGO, the toy building block company. LEGO features a few additional products in confirmation e-mails. According to Responsys in its The Retail Marketer's Playbook report, transactional messages account for 15 percent of LEGO's e-mail sales.
LEGO follows best practices. The subject line is "Your LEGO Order has Shipped." The main content of the e-mail is the shipping confirmation that takes prominence in the message. The company features additional products in the smaller right-hand column and also includes easy-to-find links to LEGO's customer service.
It's a new year, and it's time to make some resolutions. A good place to start is with these two triggered programs. Overhaul your confirmation messages, and put an abandoned cart program in place. You will reap the rewards and the sales. Then you can move on to tackle the implementation of other types of triggered messaging.