“Save 20% on our latest Summer collections in-store now!” We’ve all seen this land in our inbox and more often than not, we’ll dismiss the content as irrelevant, poorly timed or simply uninteresting. Somewhat ironically for marketers, “Confirmation of your recent order: #012345” is something we’re far more likely to open in our inbox.
The paradox is down to the simple fact that in the latter case we are expecting this email to come through as a requested online proof of purchase. Of course, similar rules apply to password resets, account activations or booking confirmations, they are all examples of requested communication that the consumer will sit up and pay attention to.
Despite this fact, Mailjet, recently revealed that almost 60% of senior marketers admit that they aren’t generating revenue from transactional emails, or have no idea if they are or not. This detached approach to transactional emails is in the main part, the result of a lack of shared direction between marketers and the technical teams in charge of distribution. To date, transactional emails have been sent out via an organisation’s CMS, which means sidestepping the marketing team entirely.
With communications professionals increasingly being called upon to justify every aspect of their budget, these automated emails should not be overlooked, but used as a way to drive ROI through increased consumer focus and engagement.
To help you get the most out of transactional emails, here are 3 tips to focus on:
- Deliver a brand experience
Rather than going with a simple, text only layout, consider teaming up with your designer to create a visually appealing template. Spice up your email layout with visuals and make your messaging more powerful. Add images, logos and colours to your email that complement your overall visual identity. By ensuring that your brand identity and corporate style are perfectly integrated you can retain customers and drive sales.
However, to best profit from the customer’s expectation of receiving the email and heightened level of attention, content should be easily recognisable as transactional, rather than promotional. This will allow you to retain the consumers trust, and avoid being seen as spam or overloading the customer with information.
Additionally, you can use customer data to help keep users engaged and active, check in with users who have been inactive, or haven’t opened or clicked an email in the past few months. This doesn’t mean they’re no longer interested, they might just need a prompt to remind them to revisit your site. To turn inactivity around, embrace your transactional emails and give users a good reason to come back.
- Call to action
By ensuring that email efforts are integrated across the entire business, transactional messages give organisations the chance to make the most out of every communication and demonstrate a flawless service from start to finish.
By Amir Jirbandey, UK Marketing Manager at email service provider, Mailjet