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A missed email marketing opportunity

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May 21 2009

Email marketing is fast becoming one of most favored marketing channels due to its cost effectiveness and efficiency to reach customers at a much quicker timelines. Email marketing has become increasingly sophisticated and strong marketing organizations understand the power of email marketing and the commitment that is needed to adhere to the privacy guidelines ensuring relevance and promoting the brand equity. A big portion of the email marketing in today's environment is transactional emails, which relates directly to something the recipient did either in the form of request for content or purchase or confirmation of a transaction.  The CAN-SPAM definition of a "transactional or relationship message" is any email "facilitating, completing or confirming a previously agreed upon transaction" between the customer and the organization.

Most organizations treat transactional emails differently than marketing emails. The design and content of the email are transactional in nature and an opportunity to up-sell or cross sell other products is completely missed. Here are some key tactics to ensure that organizations leverage transactional emails:

  1. Design the content of the transactional emails with emphasis and focus on the actual transaction but use the opportunity to reinforce the brand equity and grow the customer relationship with added products and services that could be beneficial to the customer
  2. Use dedicated IPs for transactional emails to avoid blacklisting conflicts
  3. Personalization and dynamic content - personalize transaction emails and use analytics to drive product and service recommendations
  4. Encourage customer care capabilities that includes sign up for online profile management, newsletters etc.

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Leave Your Comment Comments

Jun 23 2009

Andy said:

I totally agree, most organizations to not value a good email marketin campaign because they lack they ability to optimize the message. Cross sell/upsell, relationship building, asking to be a brand advocate are all missed opportunites because of sending a "text" message to reply to an event.

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