Transactional e-mails present a fantastic opportunity if you are willing to seize the moment and be creative. By strict definition a transactional e-mail is basically an e-receipt. A customer has made a purchase or performed another transaction and you send them an e-mail confirming it has gone through.
Because transactional e-mails have open rates of 85% or more (internal data, read here), just sending a plain text message to a customer and thanking them for the purchase or action they took is a missed opportunity. If you use the right solution and put a small amount of creative effort into transactional e-mails, you have a fantastic cross-sell machine.
There's also the branding aspect to consider. You've put all that effort into your branding and consistency in your e-mail and online marketing. We know consistency is important in conversion marketing and customer experience and yet a transactional e-mail which is almost certain to be opened often lacks any kind of consistent branding. That simply doesn't make a great deal of sense.
Any good salesperson knows that when you close that sale on a major purchase, the door opens to cross-sell accessories or other items related to that sale.
When you bought your first HD TV, the salesperson couldn't wait to try and sell you an HDMI cable, right? And he probably tried to sell you a stand for the TV or even a home cinema system! That's just good salesmanship and yet, not enough of us employ this in transactional e-mails.
When a consumer makes a purchase there is that "ah" zone of satisfaction. The hunt has been successful and they may be basking in a bit of a glow. They can be a lot more receptive to a cross-sell offer which adds value to the purchase they just made, but you won't know that unless you have something better than a transactional e-mail which amounts to just a cash register receipt. What you need is a transaction e-mail which is graphically rich, consistent with your branding and gets their attention.
Transactional e-mails are part of the customer life cycle
A good transactional e-mail can drive traffic to your site and create more sales or at least the possibility of future sales with a customer. They may not be ready to buy right now, but they know you have the product and will come back to you when they are ready.
Transactional e-mails are very much a part of your whole sales strategy and customer life cycle. If you aren't able to track them and use the data in your CRM for both salespeople and customer support, then you are doing both yourself and your customers a disservice. What information are you currently getting from transactional e-mails? Do you know what the delivery and open rates even are? Shouldn't you? Shouldn't your sales and support people know about transaction histories?
Being able to track transactional e-mails means you have the option to put that data to work with triggered and follow up communications, thus creating even more opportunities for sales.
Using transactional data for automated cross- and up-selling marketing scenarios
What we are talking about here is maximizing your data and e-mail marketing and making it work for multiple departments and making it work for the consumer. Transaction data is simply too important not to put it to work for your organization.
With Selligent Interactive Marketing we obviously provide transactional e-mail marketing possibilities, including personalised offerings, retargeting, etc. but we also enable businesses to use transaction data in cross-channel event-driven interactive marketing scenarios that includes for instance the behaviour of your customers when they visit your web site.
Transactional data and behavioural profiling enable marketers to go even further in cross-selling and up-selling opportunities, using smart event-driven and automated scenarios.
Today's customer is cross-channel and he/she is at the centre of sales and marketing.
Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour.
Discover why your business should move to an integrated marketing approach step by step and how.