This just in: If you’re not using transactional emails for your email marketing, then you’re losing out big time. Transactional emails are like souped-up rocket ships that power up your email engagement into new and uncharted space adventures. Think Star Trek or Star Wars but without all the aliens and violence. That is, transactional emails are way better than regular old email. Put on this jet pack then let’s blast off into this stellar info.
Transactional email is email related directly to actions your contacts have completed. When a contact (or customer) purchases, downloads, or signs up for something from you, for example, the email they receive from you relates directly to that action. To do this super effectively be sure to check out “Marketing Automation Robots” http://www.totalbsmedia.com/tbs-blog/marketing-automation-robots. (Trying to do transactional emailing manually can be near impossible as you grow and scale. That’s where great marketing automation software can help you kick some major butt. Give us a shout and we can help answer any question you may have). http://www.totalbsmedia.com/us
The engagement metrics for transactional email are interstellar compared to nontransactional emails. According to “2015 Email Marketing Metrics Benchmark Study” (http://www.silverpop.com/marketing-resources/white-papers/all/2015/email-metrics-benchmark-study-2015/) we find some stunning data:
- Click-through rate for transactional emails was an average 10.4 percent (compared to 3.2 percent for nontransactional's).
- The open rate for transactional emails was an average of 44.9 percent (compared to 20.8 percent for nontransactional emails).
- Transactional emails generate high click-to-open rate (how many people open and click through), too. Transactional emails are 20.1 percent compared to just 12. 5 percent for nontransactional's.
(To also supercharge your regular blog content be sure to check out “Why Interactive Content Is Important For Your Content Plan” (http://www.totalbsmedia.com/tbs-blog/why-interactive-content-is-important-for-your-content-plan).
So now that you’re sold on the transactional email, it’s time to build your souped-up email marketing rocket ship for optimized engagement and effectiveness. Here are 5 tips you can start putting into place right away:
- Send out a transactional email right away: As soon as a contact does any action like a purchase, sign up for, or download something from you, be sure a confirmation email gets to them immediately. Direct confirmation creates trust and squashes any fear or doubts your customer may have. Customers want to know their transactions or actions are confirmed or acknowledged. CRITICAL TIP: be sure your emails are also optimized for mobile. It is helpful when you design your transactional emails always to design them for mobile first. Finger friendly buttons (instead of text links) and limited images, for example, will make for a more mobile friendly experience.
- Use a sender name that is professional and recognizable: When you get an email, the first thing you look at is who it’s from. Getting emails from places like “email@example.com” doesn’t exactly inspire confidence. Make sure your emails show a “From” email address that is relevant and professional like “firstname.lastname@example.org” and a name your customers/contacts will immediately recognize. Ideally, don’t use a person’s name or subdepartments name; use your primary company name so your customer can identify you an immediate fashion.
- Have a detailed subject line: Vague or confusing subject lines will confuse your contacts. Make your subject lines contain detailed information directly to the action they just performed. “Order Confirmation”, for example, is ok, but still vague. “Your Rockets.com order of Cat Rocket Launcher and 3 more items” is an even better subject line. Your customer knows precisely what your email is about, and they’ll more than likely open it for more information.
- Optimize the information in the preheader: Many marketers don’t realize how important this info can be for the end user. (The preheader is the first line of copy in the email message body.) Adding info in the preheader like “Order Confirmation” or “Order has shipped” will add extra instant value and information for your customer.
- Provide all relevant info and answers in the main body: Once your customer opens the email you want to be sure all the essential information they’re concerned about is there. Tell them again what they ordered, what to do and expect next, and even how to contact you if they have any questions. Be sure the email is well branded (showing off your company logo, colors, name, etc.) but have the focus of the content be about the relevant information and next steps. EXTRA TIPS: Once you’ve covered the main info your customer is concerned about, consider providing even more value or opportunity. Provide additional links to videos they may enjoy, or upsell additional products they may be interested in, or provide a link to subscribe to your email program/newsletter.
Beyond these 5 tips, be sure your email marketing is also in line with the Federal Trade Commission’s rules and regulations. Anti-spam laws are different around the world, with specific rules for transactional email versus commercial email. If the content of your transactional email appears to be more about selling your products/services than actually reflecting the transaction, you may need to add an unsubscribe link and instructions, for example. To learn more, check out “It’s the Law: 7 Email Marketing Rules You Should Know.” (http://www.verticalresponse.com/blog/its-the-law-7-email-marketing-rules-you-should-know/)
Want to know how to automate your whole transactional email marketing strategy effectively? Give us a call and we’ll be happy to help to infinity and beyond!