Digital Marketing Insights
December 29, 2010 | Kara Trivunovic
Transactional, or event-triggered emails, can be more than a simple email that confirms a purchase or provides a status update. It can be a highly branded, personalized message that drives incremental revenue with cross-selling and up-selling opportunities.
How does a high-level transactional email solution improve email marketing results?
Personalization. Customers don’t want emails that allow them to order irrelevant products. They want emails about the products they like, and they’re more likely to order when they can envision the products fitting into their life.
Would You Like Fries with That? Cereal and milk, toothpaste and a toothbrush, a truck and a trailer hitch: when people buy one, they often buy the other. Event-triggered emails should leverage logic within your e-commerce system to include offers that complement a customer’s order. They should also follow up orders with timely promotions that complement those offered through other media channels.
Timely Delivery. Shipping details, warranty info, product recalls and other types of time-sensitive emails are no good if they are delivered too late for the buyer to act or gain benefit. The ability to expedite and prioritize event-triggered emails can help to maintain consumer confidence and encourage future buying behavior.
Real-time Visibility. If you don't have access to results data for your transactional email, you are putting your programs at risk. Detailed data on open, click and bounce rates is essential to ensuring email delivery and making campaign edits designed to ultimately increase performance.
A now-famous study by Jupiter Research states a transactional email will have the highest click-through rates of any email marketing vehicle, and that this volume will most likely double by 2012. If that’s the case, it makes sense to be exploring the types of transactional email offerings available today.
Improve your email marketing, read more about transactional email solutions, call us at (650) 421-4255, or allow us to contact you by completing our web form. Be sure to indicate that you are interested in email marketing.
Posted by: Kara Trivunovic at 1:40 PM
September 24, 2009 | Kristin Hersant
MarketingSherpa ran an in-depth case study on StrongView customer FootSmart.com today that is a good example of great transactional email strategy. I encourage you all to give it a read. The key take away from this study is that email marketing is a continually changing discipline. Your customer base is constantly morphing, so it’s important that your email marketing and transactional email strategies stay fresh and be revisited periodically. As our email marketing experts are fond of saying, you are never done testing – and the same applies to your program strategy.
Because their transactional email streams had a 30% higher open rate than their promotional email, FootSmart sensed an opportunity to monetize those unique views with a fresh approach to their transactional email strategy. By integrating StrongView’s transactional email platform with their customer database, web analytics platform/product recommendation engine (CoreMetrics) and product reviews platform (Bazzarvoice), FootSmart was able to implement relevant offers into their transactional email based on past purchase history and consumer ratings and reviews. The results were impressive, with FootSmart projecting an additional $750K in additional revenue from the program in 2009. The revenue generated per each email from their cart abandonment program alone jumped from $1.95 to $4.00. Not only did this double revenue for this program, it’s significantly more than the $0.15 driven by a typical promotional email.
Here are links to the following resources:
If you’re not already leveraging your transactional email streams such as order confirmations, shipping notices, password reminders and welcome emails, to drive conversions, there’s never been a better time to start. StrongView can help you launch a new program from scratch, or revitalize an existing program for greater returns.