Using Transactional Emails to Magnetize Customers
Ryan Allis is the CEO and co-founder of iContact, a leading on-demand email marketing service. As CEO, he's managed iContact from its start in July 2003 to its current size with more than 90 employees and 25,000 customers worldwide. In 2005, Ryan was named by BusinessWeek as one of the "Top 25 Entrepreneurs Under 25." Ryan is also the author book Zero to One Million: How I Built a Company To $1 Million in Sales and How You Can Too, published by McGraw-Hill. As an email marketing expert, Ryan will provide guidance in his blog posts on how to enhance and improve your online marketing campaigns.
Latest posts by Ryan Allis (see all)
- Creating Email Campaigns to Measure Your Website’s Performance - October 29, 2014
- Email Marketing Review - November 21, 2008
- Segmenting Email Campaigns: What Criteria Should You Use - November 18, 2008
You have crafted your email campaigns, sent them out to your subscribers, and have received a decent amount of responses. Now what? From a business standpoint, you want to influence repeat purchases and ensure that customers are satisfied with your product or service. Improving your transactional emails will get you one step closer to higher customer retention.
What are transactional emails? They are shipping notices, receipts, statements, etc. Statistics show that these types of e-mails produce higher open rates (almost double) when compared to promotional e-mail campaigns.
One way to enhance your transactional emails is to keep your branding consistent. Use a template to capture the look and feel of your company’s website or establish a clear and concise layout from one email to the next. By being consistent, you carry through the message that prompted the consumer to buy in the first place.
Using product recommendations or presenting discount vouchers are two other options to consider when creating a transactional email. Take advantage of their previous purchase by recommending related products or offer discounts on future purchases. Perhaps offer to pay for your customer’s shipping and handling.
Thanks for reading. I will be back next week to discuss more email marketing tips.