Sales & Marketing
How to capitalise on huge transactional marketing opportunities
7 min read
22 March 2016
Transactional emails are a great way to ensure that all consumer touch points not only share important messaging, but also strengthen the perception of your brand and company.
Unlike the majority of marketing material we receive, transactional communications such as password resets, account activations and booking confirmations are all requested.
They’re 25 per cent more likely to be read as a result. Despite this, research by Mailjet, has revealed that almost 60 per cent of senior marketers admit that they either know they aren’t generating revenue from transactional emails, or have no idea if they are or not.
The lack of communication between marketers and the technical teams in charge of distribution has driven this detached approach to transactional emails. 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.
Transactional emails are a great way to ensure that all consumer touch points not only share important messaging, but also strengthen perception of your brand and company.
To help you get the most out of transactional interactions, here are five tips brands and marketers should focus on:
(1) User experience
User experience is now a more essential source of differentiation between you and your competitors than it has ever been. By ensuring that email marketing efforts are integrated across the entire sales cycle, marketers can improve interaction with customers to generate further engagement and sales.
Transactional emails give organisations the chance to reduce the number of customer service contacts made by clients and demonstrate a flawless service from start to finish. If your service and communications offer a smooth, intuitive and easy user experience, you are more likely to retain and impress your customers.
(2) Brand Identity
It is important to remember that every contact with your consumers offers an opportunity to strengthen your brand image. Transactional emails are a great medium for leaving an impression on your users.
Think of them as a communication channel that needs to reflect your brand and the value you offer. A great way to do that is to design your transactional emails to correspond with your brand identity.
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 clients and drive sales.
Continue onto the next page for insights on understanding the power of the call to action, relevancy and data targeting.
(3) Call to action
The call to action is as essential to transactional emails as it is to landing pages. It encourages the user to take action and engage with a brand.
A call to action can be created by introducing users to a newly added feature, adding social media buttons which encourage liking content or following your online channels, or simply informing users about your current promotions to increase sales.
Regardless of the specific call to action you choose to use in your emails, remember to always be clear about what you’re offering and give users an incentive to take action.
Read more on sales and marketing:
- The Apprentice winner Mark Wright: Digital marketing and business development
- I want it now: Marketing in the age of customer obsession
- The danger of design for design’s sake: Brands should avoid Uber approach to redesign
(4) Keep it relevant
Transactional emails offer 25 per cent better engagement rates (opens and clicks) than it is possible to obtain with a newsletter or a promotional message, but there’s a reason for that.
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.
However, while it is vital to ensure that the transaction remains at the centre of this process, it is possible to use this attention to optimise sales: Make sure that anything you include is relevant to the recipient.
Transactional data allows linked offers and promotional content to be generated automatically, so that companies can target customers who are already engaged with relevant content.
(5) Data and retargeting
Transactional messages are a fantastic source of data. With enhanced sight of how effective key messages are, you can serve valuable additional content. For example, it is entirely possible to use retargeting if, when shopping, the consumer adds two products to their basket but only actually purchases one of them.
The purchase confirmation email thus becomes an opportunity to talk to them about the second product.
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.
When it comes to marketing and management of angry customers, avoid Missguided’s approach – it was like waving a red rag to a bull.
Amir Jirbandey is UK marketing manager at email service provider Mailjet