28 Jul 2014
Thresholds: A wealth of ideas to create new transactional campaigns
28 Jul 2014
Transactions emails are generally limited to welcome emails, confirmations, and reactivations. But to restrict oneself to only these categories of messages would be a shame!
Ok, but what other paths are there to follow?
In any case, there is one that can provide you with many ideas. This is the use of “thresholds.” But what is a threshold? A threshold is a limit beyond which an event occurs. In the case of transactional email, the event is obviously sending an email. The two most common uses are anniversary dates (registration, first purchase, …) and the number of points achieved on a loyalty card.
The use of transactional email thresholds can attract the recipient’s attention to an event that he himself generated and around which it is possible to build a strong story. It is strong because it implies an intimate sender and receiver interaction.
In the context of an airline company, a threshold could be when a passenger surpasses 40,000 kilometers, the circumference of the Earth. In this example, the email might be: …Jonathan, did you know that we’ve circled the world together?“ This is an excellent example to suggest something to the client, such as to join a VIPs-only membership program.
Another example could be, if you encourage your clients to share your information on social networks, you could reward them after a certain number of shares. For the subject of the email, you could say, for example …Thank you. It is because of you that we are here!“
The use of thresholds can be applied to almost any field! Think about the core of your business, the services you deliver to your clients, and it won’t be long before you find some inspiration!
[ Posted Tue, 18 Jun 2013 13:08:00 ]