The subject of transactional emailing is not new! However, this channel remains under exploited: it is all too rarely integrated into the marketing strategy. Big mistake…
So, what is a transactional email?
A transactional email is any email which results in the recipient taking action such as: activating an account, confirming an order or invoice etc. Sent one by one, these messages are different than marketing emails which are sent out in bulk: e.g. newsletters, flash sales, etc.
1. It is the most important stage in the customer experience
The transactional email is the reward for your effort. Opening an account, making a purchase—these messages always confirm a crucial event. All your other actions and responses are aimed at bringing about these transactions so it’s important to start by optimizing this key point.
Note: I’ve seen tons of transactional emails are at total odds with the design of other channels such as websites, landing pages and marketing emails. You’ll want to make sure that the branding of the transactional channel blends seamlessly with the rest.
2. It is a favored channel which surpasses all others in terms of reach
With an average open rate of around 50% and a click-through rate of 20%, transactional emails are a dream channel. Since the customer or user expects these messages, their attention and reactivity levels are typically very high. Honestly, what more can a marketer hope for? With this in mind, why continue to make this the Cinderella of channels?
3. It is guaranteed gain for minimum investment
Yes, basic optimization of transactional emails costs almost nothing. All that needs to be added is the branding elements such as the logo and baseline, as well as messages aimed at up-selling or cross-selling. Dynamic content can be considered—like showing similar products. But simple static content with good calls to action will generate new sales at a low cost.
4. It is a more effective medium and improvement in customer satisfaction
Mailing statistics should provide information on when and how an email has been opened or clicked on. This data will definitely help optimize conversions. Moreover, failure to receive transactional emails generates a lot of frustration and customer service time: “Hello, I haven’t received my activation email!” If the mailing system offers effective and accessible tracking for the whole organization, the support team can immediately and very precisely diagnose problems. This make the customer very happy!
5. It is better managed and often lower overall costs
Internal management can sometimes makes efficient and cost-effective optimization difficult. Using a good Cloud Emailing solution makes it possible to send and monitor transactional emails at minimum cost, and all with a system of billing by volume. Access to data can be shared so that all departments are integrated in the loop. If mailing is done internally and outsourcing is being considered, then in order to have integrated and functional marketing tools for non technical teams, it is recommended to opt for a TCO approach to the existing system. For this, the existing hardware (maintenance, breakdown, back-up, purchasing etc.), software (integration, admin, testing, etc.) and risk (security, downtime, scalability, etc.) must be taken into account to be able to weigh future profit against immediate costs.