Transaction Emails as Marketing Channel? Yes, But Tread Carefully



Transaction emails—that is, those emails that endorse orders or that a product has shipped, for example—can be an additional covering to a company’s email strategy. Just step delicately to make certain we don’t cranky a line into undisguised marketing.

The US CAN-SPAM Act exempts transactional and attribute emails, writes Fawn Young, selling strategist during Bronto. These, however, are rigidly tangible as:

  • Facilitating or confirming a blurb transaction;
  • Providing warranty, recall, safety, or confidence information about a product or service;
  • Providing information about a change in terms or features, comment change information per a membership, subscription, comment or loan.

But while a transactional email contingency hang to a mission, it still can be used as a selling vehicle, Young says. “Just be certain that a selling apportionment of a email is subsequent a transactional or attribute information and not a widespread summary of a email.”

In addition, keep a 80/20 sequence in mind, she also wrote—meaning that 80% of a summary is transactional and 20% is promotional in nature

Improving Service Around Transactional Emails

Another caveat: before a organisation uses a transaction email to upsell or cranky sell, it should make certain a services around a transactional email are solid-–and a emails themselves appreciative to a eye, writes Loren McDonald during Silverpop.

Namely, transactional emails tend to be text-based and ugly. They also can be formidable to find in an inbox. “Many companies rest on homegrown transactional systems or ecommerce platforms that miss a authentication, smoothness and rebound estimate infrastructure common to email selling or dedicated transactional email systems,” he writes.

If You Think That Is Bad…

For companies meditative of regulating these strategy for transactional communication in other channels, a conditions is even worse.

A Nov 2011 news from Bronto found that usually 14% of marketers now collect SMS opt-in from business in all channels, while usually 7% content to send out selling messages, and 6% content to send out transactional support messages such as confirmations and sequence status. Between one-quarter and one-third of respondents devise to occupy these capabilities in a subsequent 12 months.

Another investigate expelled in Nov by Econsultancy in organisation with Foviance, usually 9% of companies contend that SMS/MMS hold points are really integrated into their altogether patron experience.


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