How to capitalise on huge transactional marketing opportunities

(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.

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(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 theres a reason for that.

To best profit from the customers 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 havent opened or clicked an email in the past few months.

This doesnt mean theyre 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 Missguideds approach it was like waving a red rag to a bull.

Amir Jirbandey is UK marketing manager at email service provider Mailjet

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