Rare Bird Blog

Put Transactional Email to Work

Wednesday, June 11, 2008

Speaking in Washington last week, I encouraged the attendees to use the power of transactional emails as a viable means to improve their customer relationships. I noted that these messages tend to break through the clutter and are generally perceived as helpful tools for customers to remain current with the latest information regarding their orders.

To illustrate the point, I suggested that retailers send emails at the following times (as examples):
  • Order Confirmation

  • Shipping Confirmation

  • Customer Service Messages (e.g., "By now, you should have rec'd your order..."

  • Requesting Feedback (e.g., "Please come back and write a review about your experience..."

  • Re-Order Reminders

  • RE-Engagement Efforts


Today I saw this chart from MarketingSherpa that speaks to this very issue. Customers pay attention to these messages, so they can be a valuable tool, but it's important that they are heavy on the information and light on offers.

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-Jim Cota
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