Using Transactional Emails

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Using Transactional Emails as a Promotional Tool

If you think about it, transactional emails are an email marketers dream. They’re guaranteed a high open rate, the recipient will already be interested in the message you’re providing and the message will be arriving to them at the exact point when their interest in your company is at a high.

The key to marketing through promotional emails is subtlety. As the recipient is already paying attention to your message, there is no need to go over the top on sales patter in the message as this could leave the recipient put off from your company. Instead, try to place a few links to other products that you’re selling.

Probably the most feasible idea would be to place links in your transactional email that show your offers for that month or maybe your best selling products. I receive an email from a leading electronic company that I have purchased from before that did this. I found that even if I wasn’t actually looking to purchase anything at the time, I would still be interested in what they were putting on offer and would always open up the email due to the fact that I know that the email would have some offers in it; and I love a good bargain.

As they set down the standard of what I could expect in the transactional email (though toned down from their actual newsletter) I was happy to open up any other communications they sent towards me.

Another option could be to include a money off voucher for all first time users of your company to encourage repeat use. Once again, the users interest is at an all time high at that point and by offering something for free to them will only improve their impression of your company (at a point where they are still making their mind up about your company).

Obviously these are just a few ideas on how you can use transactional emails to your advantage. Something that I feel is a little underused in smaller retailers and could really build upon a successful online marketing campaign.

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