Newton, MA
CRM Buyer
June 2, 2009
by Stephan Dietrich
Customers open around 70 percent of
transactional emails. However, these messages usually only contain "just the
facts" info like an order receipt, a shipment tracking number, etc. This is a
huge opportunity for marketers. However, to successfully capitalize on
transactional emails, marketers should incorporate customer behavior and
interaction data from across communications channels.
With consumers' inboxes perpetually filled with clutter, marketers are challenged to find new ways to break through with valuable, targeted messages that their customers actually want to open. The secret could lie in a largely untapped vehicle: transactional emails.
Today, many marketers are in a better position to enhance the messaging and appearance of transactional emails, as new technology enables them to manage branding and offer management while the transactional sending infrastructure is handled by IT. For example, marketers can offer cross-sell and up-sell opportunities within transactional emails for a specific purchase, such as including a follow-up offer for headphones within the shipping confirmation for the recent purchase of an MP3 player.
