Email overload: We all suffer from it. There’s a certain satisfaction that comes from unsubscribing from mass distribution lists, and we’ll do anything to avoid signing up for things that will only add to the clutter in our inboxes.
So as marketers, how do we rise above the noise and create impactful emails at every touchpoint that our customers actually want to open?
Transactional messages are all those emails that get sent to your site users and customers as a result of some sort of interaction with your site. Unlike bulk mailing campaigns, transactional messages are sent one at a time to specific clients based on specific actions.
Some examples include: sales receipt emails, order and shipping confirmations, renewal notices, welcome emails and password resets or comment notifications.
As part of Easy SMTP’s blog content collection on the finer points of email marketing, they’ve tackled the enormous benefits of transactional emails in a condensed and very handy infographic that explains exactly what they are, what their enormous benefits include and how they can help your business grow sales and conversions.
Why Are Transactional Emails Important?
Because transactional messages have direct relevance to their recipients, they cut through the clutter of spam and promotion-filled inboxes, which — on average — receive more than 47 emails per day.
This means much higher open rates of up to 100% or more and, correspondingly, higher click rates of nearly 18% after they get opened. This is an enormous improvement from the average bulk mail open rates of only 15% and click rates of just 3%!
How to Really Benefit From Transactional Message Marketing
As the SMTP infographic explains, you can extract even more value from your transactional emails by doing a few simple things:
- Serializing larger transactional messages into a series of smaller, informative emails.
- Creating personalized emails for each recipient and using them to cross-sell based on previous buying habits.
- Simply saying “thank you” in your transactional order confirmations and other messages.
- Adding social media share buttons to all of your transaction emails.
- Customizing messages and A/B testing them to see which ones work best.