Enhance Your Transactional Messages

One of the missed opportunities in email marketing is not leveraging transactional messages. E-bills, order confirmations and shipping notices are opportune times to embed/cross sell promotional copy.

A Strongmail survey reports that including “house ads” (promotional messaging) in e-marketing transactional communications will broaden your reach.

Many transactional e-communications with consumers are only simple text. However, putting eye-catching graphics and HTML into their promotional alerts increased readability. Statistics show that transactional emails are read twice as much as pure promotional emails (54% read transactional messages and only 21% read promotional messages).

Historically, e-marketers refrained from mixing message copy. This perception amongst consumers has since changed. The article states that many companies are benefiting from this new “hybrid” message and in fact have rendered better results in comparison to their pure promotional messages.

Strongmail will be presenting their transactional insights at the upcoming CMA 2008 National Convention and Trade Show.

Sources:
1. Article - “Urgent: Why You Should Put House Ads in Your Transactional Emails Starting Tomorrow”:
http://www.marketingsherpa.com/article.html?ident=29944
2. CMA 2008 National Convention and Trade Show:
http://www.the-cma.org/convention/